Case Study: P&G achieves multicultural event engagement with BarrettandWelsh's #ShineDay activation

P&G drives 110,000 consumers and 20 million media impressions with BarrettandWelsh

BarrettandWelsh advised P&G on its multicultural sponsorship strategy. The challenge was to ensure P&G's title sponsorship of the 2014 DesiFest and Hungama events was an organic fit within this strategy, effectively connecting with the South Asian consumer market.

The solution BarrettandWelsh implemented was creating a unique, transferable event-in-an-event format called #ShineDay. This activation showcased P&G's household and beauty brands through various on-site experiences and a virtual store tie-in. The campaign attracted approximately 110,000 consumers and delivered an impressive 20 million media impressions across multiple channels.

P&G