Challenge
Introduce ESSENCE Girl to teens. Create a fun and interactive event.
Solution
The "ESSENCE Girl: What's Cool?" Mall Event was created. It
included a live runway show, a panel discussion featuring industry experts,
and an autograph signing with Columbia recording artist Solange Knowles.
Results
Over 500 people attended the event. Attendees were treated to gift bags
full of freebies from sponsors, which included Johnson & Johnson,
Sally Hansen, and Maybelline. In addition to sampling, we also surveyed
teen girls and compiled the results in a research report that was given
back to the sponsors.