The 411: Breakdown of Cécred's Bey-spoke Communications Strategy

What Is Strategic Communications?

In today’s interconnected and ever-changing world, simply posting on social media isn’t a strategy. Strategic communications is the art of planning which channels you’ll use to achieve your business goals. It’s about intentionally connecting media exposure, social media, and traditional advertising to build brand awareness, drive sales, and increase event attendance.

Experts from Harvard Business School define strategic communications as the planned and intentional use of communications by an organization to fulfill its mission and goals. It’s about using information, imagery, and symbols to persuade and influence audiences—to inspire action, evoke emotion, generate goodwill, or all of the above.

Planning vs. Strategy

Making a plan is comfortable—a simple list of things you want to do. But a strategy has more nuance, theory, and thought behind it.

Case Study: Beyoncé’s Cecred Hair Care

Beyoncé didn’t rely on her celebrity status alone to bring Cecred Hair Care from idea to reality. The brand’s success is rooted in a strong strategic communications plan that stands on its own merit.

As a longtime Beyoncé fan, it still took me six months to purchase a product. But after seeing influencer reviews, everyday testimonials, PR headlines, and those elusive product drops, I was hooked.

As a woman with PCOS and hair thinning, I keep my hair short, but my scalp and hair still need care. Cecred’s communications—through influencers, media, and community—piqued my interest and sealed the deal.

Cecred’s Bespoke Communication Strategy

Here’s what stands out about Cecred’s approach:

1. Website Excellence

A dedicated product website still reigns supreme. Cecred’s site offers more than just shopping—it features hair quizzes, style inspiration, expert tips, and deep dives into the science behind each product.

2. Social Media That Builds Relationships

Cecred’s social presence is a mix of hair celebration, behind-the-scenes content, sneak peeks, and trend-driven engagement. Good marketing gets sales, but great marketing—like Cecred’s—creates relationships and repeat customers.

3. Event & Influencer Marketing

At launch, Cecred was only available online, but the team created event experiences to drive buzz. The LA launch event drew creators and generated significant excitement. A year later, Beyoncé partnered with Ulta for in-store debuts, pop-up salons during her Cowboy Carter tour, and even a salon experience referenced in the concert. Fans attending the tour received free samples at participating Marriott hotels.

4. Authentic Narrative & Executive Communications

Beyoncé and her mother, Ms. Tina, are woven throughout Cecred’s communications in authentic, passionate ways. Their appearances aren’t glossy ads—they’re raw, emotional stories about their journey in hair care, building a legacy around a cherished subject in the community.

5. Traditional Media Outreach

Cecred’s milestones have been accompanied by press releases tailored to haircare and business outlets—not just music journalists. This broad approach has amplified the brand’s reach.

Lessons for Your Brand

Cecred’s rapid sell-outs and devoted following aren’t just luck—they’re the result of intentional, multi-channel efforts. Your brand must extend beyond a single marketing moment. Your strategy should include pre-launch, launch, and post-launch plans, crisis communications, and major company announcements.

In a crowded marketplace, authenticity cuts through the noise. What’s your genuine story? What’s the “why” behind your business that resonates with your ideal client? Lean into vulnerability and allow your audience to connect with you on a deeper level.

When your communications are rooted in truth and passion, they become more compelling. For Cecred, the foundation was laid long before launch, rooted in personal history and genuine connection.

Keep the Momentum Going

Cecred hasn’t relied solely on its initial launch. Ongoing social campaigns, brand activations, storytelling, and email marketing continue to drive awareness and reach audiences wherever they are.

Ask yourself: Are you only communicating on one platform? Are your customers getting short notice about sales and events? Revisit your communications calendar and look for opportunities to play the long game—creating curiosity and connection, not just content.

Ready to Become the Beyoncé of Your Industry?

If you want to elevate your business with a VIP communications strategy day or ongoing concierge service, check out how to work with me in the links below. Let’s chat!