The #SimplyAmerican Beauty Bus Tour kicked off in NYC and traveled across the United States for 5 months, covering nine markets with eleven stops at venues such as state fairs and festivals. The Almay #SimplyAmerican experience engaged women with free makeup touchups from Almay makeup artists, games, and giveaways.
Almay asked consumers at the experiential activation to show their Simply American moments, posted as an expression of thanks to the women of the US Military. Photos were uploaded to social networks with the hashtag #SimplyAmerican. For every photo that was posted – and each time the photo was “liked” or shared – Almay donated $1 to the USO, up to $10,000 total. Additionally, at each event a brand ambassador took Polaroid photos within the activation space to display on an American flag that traveled with the tour.
In addition to Almay’s base donation of $250,000, the tour raised nearly $10,000 for the U.S.O., based on social media shares alone. Almay engaged their target audience by providing over 1,600 makeovers and handing out $47,000 in makeup and giveaways.