CultureCon 2022
The Challenge: The team was challenged to find IRL opportunities to introduce Scotch Porter’s hair care line to millennial and Gen Z consumers. We chose The Creative Collective’s CultureCon as a tentpole moment for 2022. CultureCon is a community conference for Black creative professionals and entrepreneurs to connect, learn, and build together. The hyper targeted demographic, along with their influence in shaping cultural conversations and trends, provided a high ROI in terms of increasing brand awareness and solidifying Scotch Porter’s place within black culture and premium hair care.
The Journey: For this activation, the team produced a high impact, interactive booth highlighting the history and cultural relevance of hair care. Gleaning insights from consumer data, we understood the importance of pairing product education and regimen building with sampling to increase satisfaction of the trial experience and post-trial sales. Hair care educators were an integral part of the experience. They provided custom regimens and product education when handing out samples. Consumer data collection via a branded photo booth allowed for the team to follow up post event with offers for full size products and CTAs supporting product availability at Target. Influencer talent was layered within the experience, leveraging their social community to increase online visibility at this sold-out conference. Along with driving traffic to the #ScotchPorter booth throughout the day.
The Outcome: We maximized impact by leveraging the Creative Collective’s online communities. Scotch Porter brand messaging and giveaways were included in email and social campaigns leading up to conference. During the event, over 1,800 products were sampled with 1,200+ people provided custom regimens and product education. Over 900 photos were taken with the branded photobooth. 87% of booth visitors subscribed to the brand’s email list and 73% of attendees were not familiar with Scotch Porter’s hair care line prior to visiting the booth. Receiving over 1.2M impressions online and IRL, we solidified Scotch Porter’s place as an authority in men’s textured hair care with millennial and Gen Z consumers.
Skills: #Retail #OOH #Experiential #Influencer #ProductSeeding
