Case Study: Group Black boosts HBCU back-to-school engagement with Meshh spatial analytics

Meshh helps Proctor & Gamble understand the effectiveness of their HBCYou Back To School Tour

Group Black, a marketing collective working with Procter & Gamble, sought to understand how students were interacting with a sponsored back-to-school tour activation across five HBCU campuses. Their challenge was to analyze engagement variation at each location and gather data to optimize the layout for future events.

Meshh addressed this by deploying six of its sensors at each campus to track student movement and engagement with branded assets. The solution provided comparative analysis between campuses, identified common paths of travel, and measured total engagement per zone. The results were highly impactful, demonstrating a 44.6% average conversion rate and a collective 125.6 days of student engagement with the P&G brand throughout the tour, providing Group Black with robust data for internal benchmarking.

Group Black