BET Experience Fashion & Beauty
Overview
Led the development and execution of new immersive fashion and beauty experiences for the BET Experience in 2015 and 2016, collaborating with multiple brands to create engaging activations that significantly increased event attendance and brand exposure.
Key Skills
– Project Management
– Creative Program Development
– Brand Partnerships
– Event Planning and Execution
– Sponsorship Management
– Fashion Show Production
– Digital Marketing Integration
– Consumer Engagement Strategies
Challenge
Created a compelling fashion and beauty experience within the BET Experience that would attract attendees, showcase multiple brands, and increase overall event participation.
Solution
– Developed immersive fashion and beauty experiences incorporating visual, digital, and experiential elements
– Collaborated with sales team to bring beauty and fashion briefs to life based on sold-in concepts
– Created unique activations for each brand partner, including Macy’s, Korbel, Motions, Progressive, and CoverGirl
– Produced the Korbel Emerging Designer Fashion Show & Lounge
– Integrated celebrity involvement to increase appeal and media coverage
– Implemented digital strategies to extend reach beyond the physical event
Results/Outcome
– Contributed to 152,000 fans attending the 2015 BET Experience, a 32% increase from 2014
– “Macy’s | Your Fragrance Destination” booth garnered over 15k impressions across BET, BET Experience, and Macy’s platforms
– – Successfully showcased emerging designers: Bishme Cromartie, Andrew Nowell, OYATO, and Camille Jeanay
– Korbel Fashion Show hosted over 400 guests in the lounge
– Korbel Fashion show was featured digitally on BET.com, extending the event’s reach
My Role | Activation Consultant:
– Managed projects for multiple brand activations (CoverGirl, Macy’s, Progressive, Korbel, Motions)
– Led creative program development and presentation creation
– Oversaw pre-planning, on-site execution, and post-event recaps
– Coordinated sponsorship moments, including fashion shows and branded experiences
– Served as the creative lead for bringing beauty and fashion briefs to life
Project Details
– Client: BET (Black Entertainment Television)
– Event Name: BET Experience
– Years: 2015 and 2016
– Key Partners: Macy’s, Korbel, Motions, Progressive, CoverGirl
The BET Experience Fashion & Beauty project demonstrates the power of integrated marketing and experiential events in driving engagement and brand awareness. By creating a multi-faceted experience that combined fashion, beauty, and entertainment, the project successfully increased attendance and created meaningful interactions between brands and consumers.
The success of the Korbel Emerging Designer Fashion Show & Lounge highlights the importance of supporting new talent and creating buzz-worthy moments within larger events. The integration of digital elements, such as the BET.com feature, extended the reach of the event beyond the physical attendees, maximizing the impact for sponsors and participants alike.
This case study showcases the ability to manage complex, multi-brand activations while maintaining a cohesive overall experience. The significant increase in attendance and the high level of engagement across various branded elements demonstrate the effectiveness of this approach in creating memorable and impactful events.
