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Back-to-School College Tour


  • In-Store Events
  • In-Store Promotion Management
  • Sampling
  • Turnkey College Tour Planning & Execution


IOB was tasked with creating a 20 market college tour that celebrated “Back-to-School” with a fun and engaging, co-branded beauty experience featuring premium Walmart suppliers, while positioning Walmart as the go-to retailer for all multi-cultural back-to-school haircare and beauty needs. The objective of the tour was to promote brand awareness and trial of beauty brands sold in Walmart and to boost back-to-school weekend in-store sales.


  • IOB planned and executed 10 in-store retail events during college back-to-school weekend targeting 10 different HBCU college markets featuring a DJ, brand ambassadors, in-aisle shopping guides, product testing and gift with purchase premiums
  • IOB planned and executed 10 on-campus events during key back-to-school events featuring brand ambassadors, sample backpacks, college essential giveaways and an engaging footprint including a dorm-themed tent, photo station, beauty trivia


  • Walmart was successfully positioned as the go-to retail for back-to-school and beyond shopping. 13,000 students were sampled with 12 Walmart beauty suppliers’ products
  • Over 130+ in-store purchases were made during the 1-day back-to-school in-store events, generating a 2-4x lift in brand sales

Program Highlights


Million Impressions


Samples Distributed


Students Touched