MY BLACK IS BEAUTIFUL ESSENCE FESTIVAL

July 2017 | New Orleans

CHALLENGE

Design a renewed My Black Is Beautiful ESSENCE Festival brand experience that celebrates the diverse collective of black women that serve as catalysts for MBIB’s change-effecting movement and sets the stage for a new dialogue about beauty and bias.

SOLUTION

Our booth unveiled MBIB’s new brand voice through high-impact visuals, an empowering and expressive environment and a high-touch, elevated ESSENCE Festival experience that celebrated beauty, pride, heritage and confidence throughout. Partner brand activations included Olay, Pantene Gold Series, Herbal Essences, Head & Shoulders, Aussie, Secret and Crest.

IMPACT

Delivered 85,000+ consumer engagements and interactions through

  • a MBIB declaration photo experience designed to express her black beauty with declaration statements My Black is Unapologetic, My Black is Flawlessly Woke, My Black is Magical
  • 1:1 beauty & style engagements
  • product sample distribution via premium gift bags
  • MBIB My Black is Unapologetic and My Black is Powerful t-shirts
  • Walmart drive-to-retail engagements and high-impact merchandising for Pantene Gold Series