Walmart wanted a bold, disruptive idea that would deepen the emotional connection Black Gen-Z students have with the brand. Along the way to finding a solution, we uncovered a much bigger problem. Students outside of the HBCU elite were being overlooked on the world stage and receiving less funding and support because of it. Enter the Walmart Black & Unlimited HBCU Tour. This activation provided entrepreneurial students at lesser-known HBCUs an outlet to showcase how they rise above the HBCU hierarchy by turning their passion projects into profitable businesses. The on campus experience included giveaways, educational panel discussions, mentorship opportunities, social networking events, and an interactive, immersive creative studio.

Over the course of two weeks, Walmart visited four HBCUs across the country bringing the bespoke mobile studio to each one. The space was set up as a stage for students to promote their side hustles both to their campus community and to a national audience through our sponsored content. The goal was to provide students the space and resources to fully actualize the potential of their part-time side hustles. Our media partner, REVOLT also did profiles on each of the students to amplifying their individual soloprenuer stories.

THE RESULTS

Students on the ground at our activation and online relished the opportunity to celebrate their school spirit and show off their skills while finally be recognized in the larger HBCU conversation. Among our audience we measured:

• 65% increase in overall impression of the brand

• 97% more likely to recommend Walmart to a friend or family member

• 51% more likely to visit Black & Unlimited website after the experience