Walmart’s Black and Unlimited presents…
HBCU TOUR
the ask.
Walmart wanted a bold, disruptive idea that would deepen the emotional connection Black Gen-Z students have with the brand.
the insight.
For students at lesser-known HBCUs, the greatest legacies are the ones you create.
the idea.
When you don’t inherit a legacy you grind twice as hard to build one yourself. In the Fall of 2023, we launched a traveling experiential activation arriving on our selected campuses with tools to empower student forging their legacy through their side hustle.
HBCU TOUR
Creative Director: Nina Austin
Students outside the HBCU elite often receive less funding and support. The Walmart Black & Unlimited HBCU Tour provided entrepreneurial students at lesser-known HBCUs an opportunity to showcase their passion projects and turn them into profitable businesses. The tour included giveaways, educational panels, mentorship opportunities, networking events, and an interactive creative studio.
Over two weeks, Walmart visited four HBCUs with a custom mobile studio. This space allowed students to promote their side hustles to their campus and a national audience through our sponsored content. The goal was to help students realize the potential of their side hustles. Our media partner, REVOLT, profiled each student to amplify their solopreneur stories.
The Participating HBCUs
The activation event was hosted by Fly Guy DC, an Atlanta-based influencer and talk show host who regularly interviews up-and-coming artists and is a supporter of Historically Black Colleges and Universities (HBCUs).
Central State University
Virginia State University
North Carolina Central University
Mississippi Valley State University
THE RESULTS
Among our audience:
65% increase in the overall impression of the brand
97% more likely to recommend Walmart to a friend or family member
51% more likely to visit the Black & Unlimited website after the experience