Beauty in Action
Forging closer relationships between P&G brands and AA women
P&G’s “My Black Is Beautiful” embarked on a multi-brand campaign to elevate the profile of their purpose-inspired “Imagine A Future” platform. They wanted the best possible consumer outreach in conjunction with ESSENCE Magazine’s 20th Anniversary ESSENCE Festival, a premier gathering for over 500,000 African-American women.
Working with MBIB’s inter-agency team, we built an overarching strategic platform—Celebrate and Share Your Beauty in Action—from which to create multiple festival experiences and sharing opportunities via social and earned media.
We used Beauty in Action as a verb to encourage women to share their own ‘beauty’ moments throughout her entire experience including glam, beauty makeovers with COVERGIRL, Pantene, Olay and Clairol Professional, a walk down the ‘gold’ carpet to show her Beauty in Action with a photo experience to share with her girlfriends on Facebook, Twitter and Instagram, and a high-energy music and scent lounge with Gain flings #musictoyournose. We also produced bespoke activations and giveaways for Charmin and Puffs to drive product awareness in engaging, high-touch trial environments.
Impact
4.8 million program impressions
103,000 product samples distributed
10,000+ beauty engagements
Our efforts led to P&G reaching more than 2x as many consumers as the prior year. Best of all, the live activation of “My Black Is Beautiful” delighted thousands of black women and girls earning the 2014 ESSENCE Festival Fan Favorite award!