camp founder girls activation

Walmart and P&G needed to build trust and connection with Black haircare shoppers. So the My Black Is Beautiful Brand partnered with the original summer camp for Black girls, Camp Founder Girls, to help inspire confidence in the campers by embracing their beauty and letting their true selves shine. The campaign, consisting of organic social, in-store displays, and events in Walmart’s hometown in Northwest Arkansas, won an Effie in 2023 for the efforts that amplified awareness of the camp and helped make Walmart an authentic destination for Black hair care.