The Essence Festival is one of the largest gatherings for African-American women, attracting hundreds of thousands of attendees each year. Many of the nation’s top consumer brands execute an exhibitor booth throughout the weekend. TIDE enlisted Burrell Communications Group to plan and execute a booth activation catering to women of color while increasing awareness for their Loads of Hope Foundation. Burrell Communications Group retained Epiphany Blue’s experiential services to create an engaging and exciting experience that met TIDE’s needs and definitions of success.

Epiphany Blue was charged with creating, planning, and executing the activations to attract audience members to visit the booth and provide the engagement to have them remain. Our team developed three days of audience-engaging activations with a theme of style and fashion. Such activations included “walk the runway” fashion shows featuring audience members and panels featuring celebrity stylists, make-up artists and hair stylists and fashion journalists. We brought in celebrity DJ Beverly Bond to entertain attendees with hits across music genres. To ensure the booth hit a home run with their target audience, our team brought in celebrities favored by African-American women, including Lamman Rucker and Idris Elba. Attendees also engaged in TIDE product demonstrations as they learned more about the new products the brand has to offer.

The TIDE booth experienced capacity-filled audiences each day, who were engaged in the activations executed, thus allowing TIDE to achieve its objectives.​