Today’s retailers compete vigorously for a share of the billion-dollar African-American beauty products segment. In response, Walmart developed a strategy focusing on African-American women with the goal of increasing awareness of Walmart’s commitment to offer exclusive product selections and an expanded assortment of products at low prices.
To help reinforce this strategy, LIQUID SOUL created and executed the “WALMART INTERACTIVE BEAUTY TOUR”, a “retailtainment” program in four markets targeting African-American women. The program effectively delivered this message and theme across relevant channels and platforms. LIQUID SOUL established partnerships with iconic influencers to help amplify the program’s scale and impact, with the goal of sustaining growth within the African-American community.
TAGS: Brand Strategy, Public Relations, Digital / Social / Mobile, Experiential Marketing, Influencer Engagement