Sofnfree Heritage

On Heritage Day, SofnFree seized the perfect moment to honor the inherent beauty of African hair. The goal was to reconnect with loyal customers, strengthen existing relationships, extend brand awareness, and foster new connections while supporting local businesses. Leveraging our longstanding partnership,IDEA ENGINEERS conceptualized an inspiring social media campaign. This initiative provided South Africans with a platform to celebrate the uniqueness of their heritage, particularly in the context of natural African hair. By doing so, we aimed not only to uplift spirits but also to create a shared space where individuals could express their pride and celebrate the diverse beauty that defines our cultural heritage.