turning fails into wins

@ricotaquito got our attention when his chaotic DIY fails went viral. We took this opportunity to invite him to join our upcoming influencer campaign. This is where things got interesting.

He read my email out loud, asking if I was roasting his dyeing skills (narrator: she was). So we did something we’d never done before. Our team flew him out and I personally gave him private dyeing lessons to complete his redemption arc.

This fun social activation resulted in over 4 million organic views and became a front-page story for PAPER MAGAZINE.