Procter & Gamble Empowers Women at Essence Fest - Event Marketer

Procter & Gamble Empowers Women at Essence Fest

DB_P&G_2012 ETA
Brand: PROCTER & GAMBLE
Agency: JACK MORTON WORLDWIDE
Awards: EVENT TECHNOLOGY AWARDS — BEST OVERALL USE OF SOCIAL MEDIA (B-TO-C)
Year: 2012

Brands no longer have to rely on models and celebrities to be the faces of their campaigns. Thanks to social media, they are able to create platforms where everyday consumers can spread the message of the campaign and, in many cases, lead it.

For its fifth year as sponsor of ESSENCE, the largest African-American music festival in the country, Procter & Gamble reinvigorated its My Black is Beautiful initiative with Imagine a Beautiful Future—an activation designed to engage women in its target market at the festival and online with messages of empowerment. The brand engaged consumers with free hair and makeup services as well as skincare and teeth whitening consultations.

The highlight of the activation, however, was a professional photo shoot. Participants could have their photo taken, visit a Social PIX kiosk, log into Facebook and share the image on their personal page. The slogan “Join the Celebration” accompanied each shared image. In the process of uploading their image they were automatically invited to “like” the Procter & Gamble Facebook page, connecting consumers to social media yet one more time during their visit.

The brand reported that 50 percent of attendees created sharable content on their Facebook network through the activation.

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