Last year, the marketing agency 'Campus Solutions' teamed up with the popular magazine 'ESSENCE' to put together the '2015 ESSENCE College Tour.' Catering primarily to the magazine's female, African-American readership, the campus tour aimed to help the brand connect with college-age students.
The 2015 ESSENCE College Tour involved a series of interactive events at different college campuses across the country. Each stop involved a variety of activities, including hair-styling stations, beauty demonstrations, ESSENCE BeautyBox sign-ups, product giveaways and talks from ESSENCE writers and editors. The promotion was designed to help build brand awareness for the magazine and foster loyalty among college-age students.
The ESSENCE campus tour demonstrates how brands can target students and young consumers by interacting with them directly where they live, work and study.