The Glow Sisterhood
CHALLENGE
IOB was tasked with hosting The Glow Sisterhood, an intimate conversation and virtual masterclass celebrating Black beauty, HBCU sisterhood, and the joys of the glow-up targeted at HBCU sorority alumni in the Atlanta market presented by Bobbi Brown Cosmetics. The goal for this event was to have 150 event attendees and 150 surprise & delight mailings sent after the event.
APPROACH
- Promoted the event to Divine Nine sororities and HBCU Alumni based in the greater Atlanta area
- Marketed event via email and social media
- Aimed to register 500 guests to ensure attendance of at least 150-200 (actual registration amount 781)
- Circulated and promoted unique discount code for event to capture product sales post-event
- Collaborated on the development of the concept/panel questions and general logistics
- Deployed post-event survey to understand attendee sentiments and intent to purchase
RESULT
- Successfully hosted digital masterclass, reaching 195% of registration goal and 231% of attendance goal with attendees from various sororities and HBCUs
- Successfully mailed 150 surprise and delight mailings to the first 150 registered attendees
Key Takeaways
PRE-EVENT
- 62% of post-survey respondents had heard of Bobbi Cosmetics
- 20% had tried Bobbi Brown Cosmetics
POST EVENT
- 97% felt the brand had products that were relevant to them
- 95% felt more engaged with the brand
- 94% felt more inclined to purchase the brand’s products
- 94% felt more inclined to recommend the brand to family and friends
