Channel 4 Sales is partnering with Harrogate-based hair styling tool company, Cloud Nine, on GRWM: Roots and Resilience, in collaboration with media agency Vega Comms and brand strategy agency Propaganda. This social branded entertainment series showcases the unique journeys of four women and their relationship with their hair.
Across the four shorts, we meet 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, speaks openly about embracing wigs. Through these intimate insights into their lives, we will hear from each person about their relationship with hair, delve into the things they wish they’d known before, their go-to routines, and how they view themselves now.
Produced by Channel 4’s award-winning Leeds-based digital content studio 4Studio, GRWM: Roots and Resilience was led by media agency Vega with brand strategy delivered by Propaganda.
GRWM: Roots and Resilience is an integral part of Cloud Nine’s wider brand activity, running exclusively with Channel 4 Sales across linear TV and Channel 4 streaming in key programming such as The Great British Bake Off, Gogglebox and Married at First Sight UK.
This strategic partnership positions Cloud Nine at the heart of Channel 4’s premium content ecosystem, reaching highly engaged audiences across broadcast, digital and social channels.
Mark Watts, Sales Leader Nations and Regions at Channel 4 said: “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.
Janine Smith, Head of Content, 4Studio says: “GRWM: Roots and Resilience is a great example of the content expertise that 4Studio can bring to branded entertainment. As a social-first creative team, we are in tune with the needs of users, as well as being able to tell compelling stories for our partners.”
Hanz MacDonald, Digital Commissioning Executive at Channel 4 said: “At Channel 4, we’re passionate about creating powerful, world-class branded content that engage our audiences. 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. 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.”
Stephanie Mason, Managing Director at Cloud Nine said: “Hair is so much more than how we look, it carries our confidence, our identity and our stories. At Cloud Nine we’ve always believed in treating hair with kindness, and this series shows just how powerful that belief can be when it’s connected to real people’s lives.”
Rebecca O’Malley, Managing Partner at Vega Comms said: “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. 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.”
Laura Kynaston, Managing Director at Propaganda said: "We wanted to make sure our campaign for Cloud Nine hit on multiple levels, with the different elements all complementing each other. After the 'wow-factor' of the TV ad, these social-first videos bring real heart and authenticity to the fore. Reflecting Cloud Nine's brand purpose of 'Strength + Kindness', the GRWM content helps build a deeper emotional bond with audiences, ensuring that Cloud Nine’s message isn’t just seen, but genuinely felt across every channel."
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