The Challenge: Essence Festival is a key moment for the celebration of Black Culture. It provides brands the opportunity to touch consumers in a high-impact way. We were tasked with identifying ways to reach the consumer in a cost-effective yet impactful way using the brand’s latest campaign, Fresh Out the Kitchen, and highlighting key retail partners.

The Journey: Secured two 360° LED screen trucks to solidify a presence at all major hot spots across New Orleans within a 3-mile radius of festival activities and drive consumer trial through sampling. The sampling street team was armed with brand and product education to be able to educate consumers and provide them with a QR code to visit an event branded landing page on ScotchPorter.com. The landing page allowed for the capture of email addresses and drove traffic to the Scotch Porter’s brand store page on Target.com. Secured placement for spots on local radio stations during the timeframe of Essence Fest highlighting product availability at Target to get #FestivalReady. Celebrity and influencer campaigns highlighted the brand as an integral part of the grooming process to get #FestivalReady with pop ups to local New Orleans Target locations to pick up beard care prior to stepping out to enjoy the Essence Festival fun.

The Outcome: Over 5MM impressions served through mobile billboards, radio spots, and influencer support. 15K products gifted over the course of four days, driving brand awareness with CTAs highlighting product availability at Target. Over 10K visits to the event landing page and a 27% CTR for the on-page CTA driving traffic to the Target.com brand store page.

Skills: #Retail #OOH #Influencer #MediaBuying #ProductSeeding