The first objective of Family Dollar Fabulous reinforced Family Dollar's business model of connecting with its consumers on a deeper level by taking products to them; it was the counter argument to "build it and they will come." Family Dollar (FD) took online conversations and made them into offline reality at this signature event. The second objective was to celebrate African-American beauty vloggers/bloggers by highlighting how their unique features, skin tones, and hairstyles, were created by FD products. Strategy for FD Fabulous included securing actress and FD customer, Vanessa Williams, as event spokesperson along with the top 13 beauty and hair bloggers/vloggers in the U.S. (aka Faces of Fabulous). FD beauty suppliers were paired with the Faces of Fabulous who created vlogs/blogs about each supplier product after participating in an in-booth experience with them. Williams and the bloggers touted FD products across their social media platforms and a social media contest was created. To give the event even more cache, key African-American beauty industry insiders were secured to attend the red carpet event including Real Housewives of Atlanta star, Cynthia Bailey; Celebrity Stylist to First Lady Michelle Obama, Johnny Wright; Lifetime TV's Girlfriend Intervention reality TV star, Tracy Balan; Co-creator of The Lipstick Junkies, Africa Miranda; and Celebrity stylist to Oprah, Pat Grant Williams. The outcome and campaign success was measured via impressions with a total of 16,437,568 social media impressions garnered across Facebook, Twitter, and Instagram.
Family Dollar Fabulous deserves to win because it connected bloggers / vloggers from across New York who ultimately shaped brand awareness of Family Dollar as a go to beauty supply store. By holding a VIP reception, in-store shopping spree, booth activations with celebrity stylists, a fashion show where the Family Dollar "Just Be..." fashion line was launched, and truly listening to what beauty experts want, Family Dollar continues its dominance as a beauty supply destination for women on a budget. To achieve these milestones, Family Dollar did the following:
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