Role:
Experiential Marketing Agency
Services:
Multidimensional Brand Activation, Event Foootprint Ideation & Design, Brand Ambassadors
Objective:
MOJO executed an experiential marketing campaign for the launch of Just For Me | CURL PEACE at the Essence Festival in New Orleans. The objective of the campaign was to create a joyful experience for all attendees and engage them with the brand. The concept involved incorporating bold brand images, music, lighting, vibrant colors, florals and more.
The campaign strategy focused on creating Instagrammable moments that attracted consumers to capture selfies for social media. To maximize visibility, the campaign strategically placed regimen stage risers for influencers near the main walkway, enticing and re-attracting consumers to the brand's footprint. Additionally, the campaign included ten engagement points throughout the footprint, including Brand Ambassadors.
Just For Me | CURL Peace
Just For Me | CURL PEACE is a product line designed for both girls and boys, offering stress-free styling for tender-heads. The products are formulated with gentle ingredients like Shea Butter, Raw Honey, and Marshmallow Root Extract to leave kids' kinks, coils, and curls tangle-free, moisturized, and soft. With eight products that are free of mineral oil, petrolatum, and parabens, Just For Me | CURL PEACE aims to simplify wash days, provide added moisture, and enable gentle and longer-lasting styles. The brand's goal is to bring happiness to everyone using Just For Me | CURL PEACE, promoting less tangles and tear-free hair days.
Through MOJO's experiential marketing campaign, the Just For Me | CURL PEACE brand successfully engaged Essence Festival attendees with an immersive and joyful experience. The strategic placement of Instagrammable art features, influencer-focused stage risers, and multiple engagement points within the footprint ensured maximum brand exposure and consumer interaction. The campaign effectively communicated the brand's message of stress-free styling and gentle hair care, positioning Just For Me | CURL PEACE as a go-to choice for parents and children seeking hassle-free and enjoyable hair care solutions.