To celebrate black history month, Walmart set up an activation at the Legacy Classic, a basketball showcase featuring HBCU-affiliated schools. The approach was to select various brand ambassadors to create a breadth of vibes and quick interactions. The footprint featured a photo op at the front entrance; a “Black and Bold” station where consumers received a t-shirt and were able to choose a patch and/or pin to add; “Black and Vibey” station that showcased different black artists and gave away posters of HBCU alumni musicians; and a “Black and Beauty” station with giveaways from black-owned beauty brands.
For this activation, we staffed enthusiastic and reliable Brand Ambassadors who were familiar with Walmart and passionate about HBCUs. Our staffing strategy for this program included hiring an on-site backup in case of last-minute callouts, ensuring the team was at full strength on the day of the event. Despite having 0 callouts, the backup for this program was actually kept for the entirety of the shift, as the volume of attendees was much higher than anticipated. The team lead and brand ambassadors were required to pass a clean relevant background check prior to the event.
(1) Team Lead that had experience managing teams, doing break schedules, and working sporting events.
(7) Brand Ambassadors with backgrounds in giveaways, makeup, music, and/or have worked with Walmart before.
5k attendees were anticipated, and by the end of the event, 13k tickets were sold!
All the staff were amazing. They were all so flexible and worked hard the whole day to make sure the products were at the stations and all consumers were happy. The lead was FANTASTIC. She worked hard all-day running product back and forth, making sure everyone got their breaks and all stations were covered.