CHALLENGE: 

Cut through the noise and clutter of the Essence Festival to deliver the Walmart message of Saving Money and Living Better.

ROLE: 

Multicultural Marketing Agency

SERVICES PROVIDED: 

Brand Strategy, Public Relations, Experiential Marketing, Influencer Engagement, Social Media, Content Creation

OBJECTIVE: 

Increase awareness of Walmart’s involvement in the African-American community and increase African-Americans likelihood to shop at Walmart.

STRATEGY: 

Create relevant platforms to talk to consumers such as the ‘HBCU experience’ and ‘Black Love and Relationships’.

TACTICS:

• EVENTS: Developed on location programming focused on relevant topics to the African-American community. The HBCU experience featured programming from well – respected educators, and a Stomp the Yard cast member reunion. Additionally, a Black Love and Relationships panel brought together experts and celebrities to discuss thoughts, insights and opinions on dating.
• SOCIAL: In addition to pre-program promotions via social media platforms, all events were live tweeted to extend audience engagement. Consumers joining the conversation via social media were entered to win Walmart gift cards.

RESULTS: 

Delivered two live events with 2,000+ Attendees featuring “Black Love and Relationships” and “The HBCU Experience”.

• Secured 13 Celebrity Panelists.
• Delivered 2 Million Social Media Impressions.
• All events were live tweeted, attendees also had the opportunity to win Walmart gift cards by participating in the discussion via social media.
• 386 Merchandise units from panelist participants sold onsite.