Cross-Platform
On-Campus Activation, Influencer & Creator Program, Paid & Earned Media, Sampling & Couponing, In-Store Retail Partnerships, Brand Commercial Production
For P&G
A multi-campus tour connecting P&G brands to HBCU students and alumni — from on-campus activation through to in-store retail.
Total impressions, paid + social
Foot traffic across activations
Return on investment
The ask
Connect a portfolio of P&G brands to HBCU students and alumni in a way that showed up on campus, in culture and at the shelf.
What we did
On-campus activation, an influencer and creator program, paid and earned media, corporate moments on campus, sampling and couponing, cultural touchpoint integration at the Classics, in-store retail promotion and partnerships, and brand commercial production.
The results
477M total impressions across paid and social, in collaboration with agency and media partners
38K foot traffic across brand activations
2.1× the conversion rate benchmark for event experiences
Up to 5% sales lift during back-to-school
4:1 return on investment on a retailer display case study
