Walmart – Essence Fest
As part of its African-American market outreach, Walmart secured a major sponsorship for the Essence Music Festival in New Orleans, the largest African-American festival in the United States, attracting over 500,000 attendees. As part of an expansive exhibition footprint, TJM was solely engaged to provide content management for all programming for the four-day affair, from publicity messaging and management to executive and retail partner communications to celebrity scriptwriting and overall message development. The agency’s task was to leverage Walmart’s vast programming and support its execution with fresh, engaging content to help bolster the Walmart brand, publicize retail partners, products and Walmart initiatives, and drive consumer foot-traffic, engagement and on-site sales through multiple channels. Working collaboratively with the event sales leadership, the event generated 125% year-over-year increase in sales, with retail partners enjoying 2-9% sales lift, attracting over 63,000 consumers to the activation space. To add media publicity value, the agency pitched and secured local market television coverage, as Walmart was prominently featured for their community engagement efforts tied to the event.