The following excerpt originally appeared in ADWEEK. Read the full piece by Ashley Cisneros Mejia on ADWEEK.

The campaign for SheaMoisture’s Silk Press in a Bottle generated millions of views and sales that doubled in peak retail weeks. The strategy behind those numbers started long before cameras rolled. 

During an ADWEEK House Cannes Lions panel co-hosted with Collectively, Rebecca Stewart, Brand Editor at ADWEEK, sat down with Raven Walker, SVP of Client Partnerships at Collectively, and Reema Amin, Head of Marketing at SheaMoisture, to discuss the listening-first approach behind the launch.