Cécred
Cécred Roadshow Tour
The Cécred Roadshow followed Beyoncé's Cowboy Carter tour, popping up at concerts and select Ulta Beauty locations across the country. Attendees immersed themselves into the Cécred brand, engaging with content moments and product education moments.
125K+
Total Consumer Interactions
Concept & Strategy
YMC partnered with Cécred, Haircare by Beyoncé Knowles-Carter, to bring the brand's first large-scale mobile activation to 21 stadium concerts and 4 Ulta retail stores across 6 cities. Attendees engaged with two custom marketing trailers featuring an exclusive "fan cam" photobooth and Cécred product inflatables. The activations provided a unique experience to attendees, with giveaways ranging from Cowboy Carter Céyonce keychains, to product samples, and gift with purchase incentives exclusively at Ulta.
Services
- Creative Services
- Brand Activations
- Mobile Tours
- Pop-Up Events
- Product Sampling
- Retailer Pop-Ups
- Staffing
Results
65K+
direct participants
40K+
SMS sign-ups
7.7K+
product samples
Ulta
events w/ record-breaking sales
"The energy at the Cowboy Carter concerts was unreal! Everyone was so excited to interact with the Cecred pop-up and get their content at the fan cam booth and with the iconic Ceyonce herself. One of my favorite parts was engaging with all the concert-goers, it was such a joy to see their enthusiasm and be part of that energy. It was a truly fun and memorable experience!"
