Pine-Sol x Essence
Influencer Integration / Media / Custom Content
ESSENCE partnered with Pine-Sol to support the fastest-growing yet most underfunded group in entrepreneurship: Black women. The Build Your Legacy Contest was launched on Black Women’s Day in 2020, awarding $100K to a Black woman founder inspired to make a difference through her business.
In its second year, the campaign featured a dedicated digital hub, custom editorial content, custom branded video, influencer activations, and co-branded creative, forming a multi-year initiative that championed Black women entrepreneurs nationwide.
My Role - Integrated Marketing Lead
Custom Branded Content
ESSENCE and Pine-Sol’s digital hub powered the Build Your Legacy Contest, blending inspiration with actionable guidance for entrepreneurs. The hub showcased 11 custom videos, eight editorial articles, and a social media push that drove engagement around Black Women’s Day and throughout the campaign.
Marissa Nance, CEO of Native Tongue Communications, shares inspirational business marketing advice with the Build Your Legacy Contest finalists. Click to watch the full video on Essence.com.
Former ESSENCE Social Media Director, Charisma Deberry, emphasizes effective ways the Build Your Legacy Contest finalists can leverage social media to propel their businesses. Click to watch the full video on Essence.com.
Business Coach and Influencer Nicole Walters connects with the Build Your Legacy Contest finalists to provide income strategy tips to help grow their businesses. Click to watch the full video on Essence.com.
In year two of the Build Your Legacy Contest, ESSENCE checked in with the 2020 grand prize winner, and two 2020 semi-finalists to learn how the Build Your Legacy Contest has impacted their businesses. Click to watch the full video on Essence.com.
Influencer-Driven Content
Launched on Black Women’s Day, this multi-platform activation leveraged celebrity talent and influencers on Instagram, Facebook, and Twitter to drive contest engagement and traffic to the digital hub. Custom t-shirts and social media overlays further amplified awareness, celebrating Black women entrepreneurs.
Digital, Social & Print Media
Pine-Sol activated targeted display, video pre-roll, print ads, email newsletters and more to boost brand awareness and deliver core campaign messaging.
