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OPRAH THE LIFE YOU WANT TOUR WITH P&G AND TOYOTA

PURPOSE

Procter & Gamble (P&G) is an On Purpose company with its commitment to improving the lives of African American women, which inspired their brands and retail partners to bring meaningful experiences to the thousands of women in Oprah Winfrey’s fan base.

CHALLENGE

Together with the Oprah Life You Want Tour and P&G, EGAMI was tasked with reaching out to multicultural women in target U.S. cities and encouraging them to join a community of champions from across the nation that would inspire to bring out the best in one another. Moreover, EGAMI was asked to seamlessly integrate OLAY and PANTENE product brand messaging in authentic ways to inspire trial.

WHAT WE DID

EGAMI worked with agency partners to develop a three-pronged program that maximized multiple market coverage pre-, during and post-tour to drive ticket purchases in both local and national press coverage. EGAMI focused on leveraging its relationships with key hyper-local influencers and lifestyle bloggers in each city to act as tour ambassadors, engage with the press, and in Atlanta and Newark, participate in Power Meet Up Brunches. The branches gathered the most influential women in each market–who all exemplify “living the life you want” –and where they shared words of encouragement and empowerment with one another and provided tips and tools for achieving continued success. The content was captured in real-time and shared across OWN and brand social channels.

RESULTS

EGAMI has generated over 90 million media impressions across 6 markets, 133 online and print placements and 174 million social media impressions.