Effie Case Study: "My Black is Beautiful" Ambassador Search
- Manufacturer: Procter & Gamble
- Retail Partner: Walmart
- Lead Agency: Saatchi & Saatchi X
- Contributors: Burrell’s Communication; GlobalHue
- Award: Gold, Multi-Brand Shopper Solution
Summary: Procter & Gamble created an online community at its PGEveryday.com website called “My Black is Beautiful,” which dedicates hair and makeup tips for African-American women and celebrates everything that makes them beautiful. There are empowering stories included on the site to go along with new hairstyles and products to try. The site focuses on P&G’s Pantene and CoverGirl brands.
As Walmart joined the My Black is Beautiful (MBIB) community, a new challenge was to show shoppers in the community that the Pantene products perfect for her hair type and the CoverGirl makeup for her skin tone could be found at the leading chain. Program insights showed that a majority of shoppers in the community select Walmart as their primary retailer, so the program wanted to make it known to shoppers that they are home to the beauty products she wants in-store.
To drum up awareness and engagement within the community, P&G and Walmart collaborated to spark an inaugural “MBIB Ambassador Search.” P&G’s insights found that African-American women own their unique beauty and celebrate a vibrant, personal expression. Doing a search is to tap into this confidence and honor P&G’s and Walmart’s African-American female shopper. The nationwide search for MBIB Ambassadors would be revealed live during the 2014 BET Awards Show.
The search and live show was an extension of the Web community in a way, which maintains its place as a spot for black women to express themselves and connect through shared experiences and help others to express their beauty. Walmart and P&G have both been sponsors of the Essence Festival, which was started in 1995 to celebrate the 25th anniversary of Essence magazine. The shopper marketing work and events surrounding MBIB is the first time the brand and retailer would work together, however, on an in-store event inspired by the festival.
Shoppers were reached all along the path out of store leading back into the store. P&G had access to Walmart Retail Link, agency research and information from the Essence Festival that revealed highly successful results.