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TARGET AND ESSENCE BLACK WOMEN IN HOLLYWOOD

PURPOSE

Target is an On Purpose company because it cares about the empowerment of African American women.

CHALLENGE

To deepen engagement with this important audience, Target tapped EGAMI to host an influencer dinner with industry tastemakers, celebrities and executives on the eve of the annual Essence Black Women in Hollywood luncheon. The goal was to underscore Target?s dedication to the African American community while demonstrating its commitment to multi-ethnic beauty and style in an authentic and intimate way. ?

WHAT WE DID

EGAMI partnered style expert Tai Beauchamp and influential fashion designer Prabal Gurung to serve as brand ambassadors on-site at the dinner. The duo also provided ?red carpet? access of the event to social followers on their channels and the Target brand channels. To keep the excitement going well after the event, EGAMI highlighted the Hollywood moments captured at the dinner with two sizzle reels produced in-house for Target?s online channels, including YouTube and A Bullseye View.

RESULTS

Through proactive media relations, social media engagement and the creation of exclusive content with influencers, the event generated nearly 8 million media impressions and 8 million social media impressions. Moreover, EGAMI secured an exclusive interview with Oprah Winfrey and other key honorees for Target.