My Black Is Beautiful #BlackGirlsDo
An experience designed to inspire Black women and girls to celebrate all that is beautiful about Black culture–from shape to shade to self-expression.
Every Black woman has a unique, inspiring story of how she moves through the world. To demonstrate their understanding of this important truth, we helped P&G honor her voice by inviting her to participate in a broader conversation.
#BlackGirlsDo at Essence Festival was an experience designed to inspire Black women and girls to celebrate all that is beautiful about Black culture–from shape to shade to self-expression.
With our agency partners, we staged a 360-degree takeover of New Orleans. During the day, we amplified attendees’ affirmations by inviting them to engage with our #BlackGirlsDo interactive, declaration wall. At night, we transformed this content from the daytime event into live, projection mapped stories, lighting up the New Orleans skyline (and social), with Black voices telling the world what #BlackGirlsDo.
We hosted a first-ever live hair show featuring styling demos and educational programming along with 1:1 beauty & style engagements inside our strategically designed exhibit booth. Attendees went home with product sample premium gift bags so everyone could continue feeling beautiful after the event was over.
The experience was a hit with Black women and girls, delivering 68,000+ consumer engagements and 550,000 program experience impressions. Setting a new festival record with MBIB’s largest-ever attendance. Our onsite beauty appointment successfully provided a platform for P&G MBIB brands with Pantene Gold Series, Head & Shoulders Royal Oils and Olay, generating YoY increases in engagement, trial, sampling, and Walmart + Pantene Gold Series drive-to-retail engagements.
Courtesy of Studio B