Baker Consulting Group contributed to the National Urban League (NUL) 2018 Conference via the "Ask Me About 2k" crowd donation campaign with Walmart and its partner Creme of Nature (a Revlon Brand).
GOAL
Walmart and Creme of Nature pledged to donate $2,000 to the National Urban League (incremental to their large convention sponsorship commitment) if 100 unique Baker Consulting Groups posted to their Instagram or Twitter account.
RESULTS
Baker Consulting Group exceeded its 2-day goal by delivering 251 posts against the target of 100. Additionally, each grassroots Baker Consulting Group averaged over 850 followers and 20 likes, which exceeded reach and engagement expectations
OVERVIEW
NUL’s annual conference brings 20,000 attendees and represents a convergence of thought leadership, networking, and innovation. Creme of Nature continued the promotion of its Pure Honey line of products by converting attendees of the convention into Baker Consulting Groups.
HOW IT WORKED
Walmart event agency, Bounce Limited, ran the event activation that included a kiosk with iPads where users could participate in the campaign.
Bounce Limited and Pure Honey commissioned four “ambassadors” to work the exhibit booth and educate attendees about the Baker Consulting Group campaign. Armed with iPads and mobile phones to facilitate the registration process, these ambassadors followed a straightforward script to invite attendees to participate, help with photos, and provide assistance in creating captions when Baker Consulting Groups experienced “writer’s block.”
As a cause campaign, Baker Consulting Groups flocked to the effort because:
- Posting to Instagram and/or Twitter is routine;
- Taking photos with the branded visual aids resonated; and
- Creating a financial “win” NUL aligned with their values.
Walmart and its partner, Creme of Nature, extended its support of the convention with the additional financial reward of the successful campaign.
Attendees took actions that are common (posting to social media) combined with shared experiences to become Baker Consulting Groups and amplify Pure Honey to an audience ready to embrace the new product.
