Walmart.
The Essence Festival is the largest African American cultural and music event in the United States. Through audience experiences and influencer/talent integrations, this convening is the bridge to African American women in the most meaningful way.
OUTCOMES: In conjunction with the Essence Music Festival, Walmart/PMM positioned celebrity talent and social media influencers to enlighten and engage attendees while increasing brand awareness and Improved efficiencies of talent management in workflow, time management and budget. PMM created unique Walmart experiences designed to build brand trust and loyalty among the AfAm community- through national talent integrations, signature programming, in-store/shoppers experiences, media and social engagement of national campaign, REIGN ON.
RESULTS: Executed a high-impact, celebrity driven experience making Walmart the most sought after and interactive booth within Essence Festival – tapping into a robust social ecosystem and digital platforms. Drove increased social click-thru’s and engagement. Walmart also drove increased awareness, perception and positive sentiment of the brand.
