Cloud Nine is aiming to position itself “at the heart of Channel 4’s premium content ecosystem” with a new entertainment series and activity across the channel.
The Harrogate company has partnered with Channel 4 Sales to create GRWM: Roots and Resilience.
The shorts showcase the unique journeys of four women and their relationship with their hair. They’ve been produced by Channel 4’s Leeds-based digital content operation, 4Studio.
The campaign was led by media agency Vega Comms with brand strategy delivered by Propaganda.
“This campaign underlines Channel 4 Sales’ ability to harness and create commercial world class opportunities for brands across all the UK, collaborating with two Yorkshire-based leaders: Cloud Nine and our Leeds-based 4studio experts alongside Vega to create this powerful series,” explained Mark Watts, Sales Leader Nations and Regions at Channel 4.
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In addition to the branded content, Cloud Nine is working exclusively with Channel 4 Sales on wider brand activity across the channel’s linear, streaming and social platforms in programming such as The Great British Bake Off, Gogglebox and Married at First Sight UK.
“Our aim was to build a media plan that ensured Cloud Nine connected with their audience at a deeper level, beyond what was possible in a TV ad,” said Rebecca O’Malley, Managing Partner at Vega Comms.
“Creating bespoke content with Channel 4’s award winning content team has allowed us to extend our reach across social platforms and has really brought Cloud Nine’s message of kindness and individuality to life at scale.”
The films feature Meme, who is embracing her natural body hair; Alexis, who discusses her journey from gender dysphoria, through a hair transplant, to her hair joy; Amita, who opens up about the impact perimenopause has had on her hair and confidence; and Emma, who lost her hair to cancer, speaking openly about embracing wigs.
“GRWM: Roots and Resilience is a perfect example of how we can harness our expertise and collaborate with innovative partners like Cloud Nine to deliver social-first storytelling,” said Hanz MacDonald, Digital Commissioning Executive at Channel 4.
“By spotlighting authentic voices and experiences, we hope to connect deeply with audiences across the UK and champion inclusivity and individuality through every strand of our work.”
