Analytics
Proctor & Gamble HBCYou Back To School Tour
Group Black welcomed HBCU students across the country back to campus with a Procter & Gamble-sponsored activation and asked Meshh: “How are students interacting with the brand?”
The Challenge
Group Black, a leading marketing collective that elevates advertising investment through Black-owned channels, set out to welcome students back to school with an interactive experience featuring Procter & Gamble’s portfolio of flagship consumer goods. Their goal was to understand how engagement varied across the five campuses they visited and optimize their layout for future activations.
Implementation
Six Meshh sensors were deployed at five HBCU campuses—Howard, Tuskegee, FAMU, Southern, and NCA&T—strategically placed around brand-specific assets and P&G-inspired interactive zones. Maintaining layout continuity was a priority for Group Black, and Meshh sensors ensured that distances remained consistent for each brand asset across all tour stops.
Insights + Actions
- Comparative Analysis: By measuring engagement across five unique campuses, Group Black and P&G gathered a robust dataset, allowing them to compare performance across key metrics and analyze how each campus responded to the activation.
- Path of Travel: Consumer journeys were tracked at each campus, providing insight into the two most common paths of travel within the branded layout at every stop.
- Total Engagement by Zone: With uniform zones across all tour locations, Meshh provided a breakdown of engagement time per zone, highlighting which assets captured the most visitor attention throughout the experience.
Key Metrics
Campuses
Data was collected across five HBCYou campuses, providing internal benchmarking data for future events.
Conversion Rate
The average tour-wide conversion rate, demonstrating strong engagement from students who actively interacted with the brand.
Days
The total time students collectively spent engaging with P&G across the tour—nearly 126 days of immersive brand interaction.
Sensors
Six sensors were leveraged at each tour stop.
What Our Clients Say
Meshh has provided invaluable insight into our business needs time and time again, helping us make informed decisions. As a client for over six years, we’ve experienced their unwavering support across numerous events in our global network. They consistently go the extra mile to deliver quality service.
Meshh has brought our ability to capture event insights to the next level. We can now determine the success of our brand activations using data collected from audience patterns and have moved away from relying solely on lead capture
The metrics and insights Meshh provide are invaluable to our client experience. They consistently provide expert analysis through accurate insights and leverage the power of storytelling through data. Their product quality and exceptional customer service consistently puts them above other competitors in the data tracking field.
Partnering with the Meshh team has been an exceptional experience. Their collaborative approach and commitment to developing tailored solutions for our clients highlights their dedication and passion to their service offering. Their ability to clearly explain the nuances of the technology and reporting provides confidence and reinforces their role as a trusted partner.
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