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Walmart, COVERGIRL, and Pantene
"My Black is Beautiful" Ambassador Search

RAN IN: United States

CLIENT
Procter & Gamble


Walmart

AGENCY
Saatchi & Saatchi X *Lead Agency

Caroline Reeve, Creative Director
Aaron High, Associate Creative Director
Alex Sorrell, Promotions/Media Buyer
Allison Lee, Production Manager
Casey Tauber, Sr. Art Director
Kandi Arrington, Account Director
Will Petty, Account Manager
Sheryl Martin-Gillette, Director, Project Management
Amanda Rosen, Sr. Account Manager
Jamie Duke, Sr. Multimedia Specialist, Motion


Burrell Communications


GlobalHue


SUMMARY

African-American women were not shopping Walmart for their beauty needs. So the retailer joined with Pantene, COVERGIRL, and P&Gs My Black is Beautiful online community to help celebrate the inner and outer beauty of this shopper segment. We created an ambassador search and a t-shirt offer that were promoted online and drew women to stores. This culminated in an exciting presence at the annual Essence festival. Our program resulted in a significant sales lift for COVERGIRL and Pantene, helping Walmart outpace the general market. My Black is Beautiful winning results combination with COVERGIRL and Pantene.

CASE VIDEO


Hero Medium: Events

Medium Featured On Video: Print, Social media

Audience: Cultural or Ethnic Group,Women,Young Women (20-35)

Objectives: Increase sales, volume

Type: Business-to-Consumer

Classification: Regional

Language: English