Procter & Gamble, Carat USA and Bustle Digital Group used stories about bathtime to help establish Aussie Kids as a trustworthy leader in diversity and inclusion in the kids’ marketplace. They introduced “BeYOUtiful Hair,” a story that celebrates diverse hair textures authored by Sherri Winston and illustrated by Keisha Okafor. The book is a testament to self-acceptance, teaching children that every hair type is beautiful. The campaign’s impact shattered expectations, with more than 15,000 books ordered in one day, 10,000 copies donated, and engagement rates soaring two times above benchmarks. The campaign also boasted an extra 3 million in organic reach over its already garnered 10 million due to partnerships with celebrities including Kyla Pratt and a supporting lift from promotional tactics across Romper, Bustle and Scary Mommy accounts.