As a student at the University of Michigan, I propose hosting a “Blue to Brooklyn” Sustainable Hair Refresh pop-up event located at the heart of campus on the Diag or inside the Michigan Union. This event would bridge the gap between U-M’s “Planet Blue” sustainability culture and Eva NYC’s Brooklyn-born, eco-friendly mission by featuring an "Empty-for-Eva" exchange station. At this station, students can trade in an empty plastic hair care bottle for a full-size or deluxe sample of an Eva NYC hero product, directly highlighting the brand’s commitment to 100% recyclable aluminum packaging. To address the specific challenges of the harsh Ann Arbor wind and winter dryness, the event would also include a dry styling bar where I would provide five-minute hair refreshes using clinically proven products like the Mane Magic 10-in-1 Primer.By partnering with high-visibility campus organizations such as the Michigan Fashion Media Collective or local Panhellenic chapters, I can ensure a steady stream of traffic for product sampling and social media engagement. To meet the campaign's data requirements, I would make the styling bar or the sample exchange contingent on students scanning a QR code to complete the pre-campaign survey. This activation not only drives immediate product trial and brand awareness but also creates a highly "Instagrammable" moment that aligns perfectly with the required social media deliverables, showcasing Eva NYC as the go-to solution for sustainable, high-performance haircare on a busy college campus.

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-The Michigan Marketing Collective

-Michigan Defense Technology Club

-Michigan Communication and Media Professionals

-Kappa Kappa Gamma Sorority

-Society of Women in Economics