CHALLENGE

Inspire Black women and girls to celebrate all that is beautiful about Black culture–from shape to shade to self expression. Create celebratory and inspiring conversations on and offline, while providing a platform for P&G partner brands to increase engagement, trial, sampling and social impressions YOY.

INSIGHT

Every Black woman has a unique, inspiring story of how she moves through the world. Demonstrate that P&G understands this by honoring her voice in a way that allows her to be included in a broader conversation.

SOLUTION

Black Girls Do is an expression of these women and their narratives. We designed:

• An interactive, consumer-generated content display of declarations during the day that transformed into live, projection mapped stories at sundown. Black women’s voices lit up the New Orleans skyline and social, telling the world what #BlackGirlsDo.
• An interactive booth that embodied a future-forward #BlackGirlsDo voice through each and every touch point. The booth aesthetic led with the MBIB equity, while the engagements delighted guests with live hair styling by a master stylist, our first-ever hair show and professional hair styling, hair care and skincare appointments.

Main P&G partner brand activations included Pantene Gold Series, Olay and Head & Shoulders Royal Oils.

IMPACT

Delivered 68,000+ consumer engagements and 550,000 program experience impressions through

• a strategic booth design that set a new record for MBIB’s largest-ever attendance at the Festival
• a 360 NOLA takeover from day to night inclusive of consumer and influencer generated content and live projection mapping (in partnership with Saatchi & Saatchi X, Beauty Infused and Burrell)
• a first-ever live hair show featuring styling demos and educational programming
• 1:1 beauty & style engagements
• Pantene Gold Series, Head & Shoulders Royal Oils and Olay beauty appointments
• a #BlackGirlsDo interactive, declaration wall
• product sample distribution via premium gift bags
• high-impact Walmart + Pantene Gold Series drive-to-retail engagements