SHEAMOISTURE ESSENCE FESTIVAL
CHALLENGE
SheaMoisture, a legacy brand deeply rooted in the Black community, sought to solidify its cultural and economic commitment at the annual Essence Festival. The objective was to seamlessly integrate the launch of its "Making of the Next Millionaire" campaign, promoting investment in Black businesses, while authentically celebrating the strength and influence of Black women. This activation needed to resonate deeply with the Essence Festival audience and reinforce SheaMoisture's position as a champion for the community.
SOLUTION
For this, our most ambitious Essence Festival activation to date, we transformed Jax Square, an iconic space in the heart of New Orleans' French Quarter, into an immersive SheaMoisture lounge experience. This strategically chosen location provided high visibility and cultural relevance, creating a vibrant hub for festival attendees. Our team executed the overall production, creative design, and strategic vision for SheaMoisture's presence throughout the festival. The lounge was designed to evoke a premium, welcoming atmosphere, offering attendees a respite from the festival's energy while immersing them in the SheaMoisture brand.
ROLE
Event Strategy, Program Management, Client Engagement, Stakeholder Management, Budget/Financial Management, Event Execution, Performance Measurement
The Concept
Activation Strategy
Our strategy centered on celebrating Black women and their essential role in shaping culture. We achieved this through a multi-faceted approach, weaving the "Making of the Next Millionaire" campaign into every aspect of the experience. The lounge featured a diverse range of engaging activations, including:
Inspiring Panel Discussions: Thought-provoking conversations featuring influential voices on topics relevant to Black women and entrepreneurship, directly connecting to the "Making of the Next Millionaire" campaign.
Invigorating Wellness Activities: Yoga sessions and other wellness experiences led by prominent instructors, emphasizing self-care and empowerment.
High-Energy Performances: Live performances by renowned artists like Ashanti and DJ Envy, creating unforgettable moments and drawing large crowds.
Curated Culinary Delights: Chef-curated bites that reflected the rich culinary traditions of the African diaspora, enhancing the overall sensory experience.
Product Sampling: Generous product sampling across SheaMoisture's product lines was integrated into every activation, allowing attendees to experience the brand firsthand.
