To address these challenges, we designed a multi-faceted activation strategy centered around localized events, product sampling, and incentivized consumer engagement. Here’s how we did it:
- Key Messages:
- Benny: Emphasized its versatility as a stock, marinade, and condiment, with the tagline “Benny lets you live with Mo Flava.”
- Jolly Jus: Highlighted its variety of flavors and the joy it brings, with the tagline “1 sachet = 100% Joy.”
- Activation Mechanics:
- Instant Prizes: Consumers who purchased 10 Benny sachets or 4 Jolly Jus sachets could spin a wheel to win instant prizes like caps, T-shirts, and shopping bags.
- Grand Prizes: Shoppers who bought full packs of Benny or Jolly Jus dispensers were entered into a daily draw to win big prizes such as pots, store vouchers, gas bottles, and wheelbarrows.
- Localized Events:
- We set up activations in key markets like Isotry, Anosibe, and Androvoahanghy, tailoring each event to the local community’s preferences and routines.
- Product sampling and interactive activities were used to engage consumers and create memorable brand experiences.
- Influencer Partnerships:
- Collaborated with local influencers to amplify brand messaging and reach a wider audience.
- Price Reductions:
- Offered temporary price cuts to make the products more accessible to price-sensitive consumers.
The Execution
The campaign ran over eight days, from November 30th to December 23rd, 2024, with activations in multiple markets across Madagascar. Here’s a snapshot of the execution:
- Total Reach: 5,900 consumers engaged over the campaign period.
- Sales Performance:
- Benny: Sold 177 boxes and 12,779 units cumulatively.
- Jolly Jus: Sold 244 boxes and 9,878 units cumulatively.
- Best-Performing Market: Isotry recorded the highest sales, with 2,160 units of Benny and 2,395 units of Jolly Jus sold on December 21st.
- Consumer Engagement: The grand prize draw mechanics and instant prizes were highly effective in driving participation and excitement.
The Results
The campaign delivered outstanding results, exceeding expectations in both brand engagement and sales:
- Increased Sales: Significant uplift in sales for both Benny and Jolly Jus, with Benny selling 12,779 units and Jolly Jus selling 9,878 units over the campaign period.
- Enhanced Brand Awareness: The localized activations and influencer partnerships successfully increased brand visibility and recall.
- Consumer Satisfaction: Price reductions and prize incentives were well-received, driving repeat purchases and positive word-of-mouth.
- Overcoming Challenges: By building relationships with market traders and adapting to weather conditions, we ensured smooth execution and maximum reach.
Key Insights & Recommendations
- Culturally Relevant Activations: Tailoring campaigns to local preferences and routines is crucial for success.
- Incentivized Engagement: Prize mechanics and price reductions effectively drive consumer participation.
- Community Partnerships: Building relationships with local traders and influencers can help overcome resistance and amplify reach.
- Flexibility: Adapting to external factors like weather and market patterns ensures consistent performance.
Conclusion
The Benny and Jolly Jus activation campaign in Madagascar is a testament to E & M Creative Agency’s ability to deliver results-driven, culturally relevant marketing solutions. By combining localized strategies, incentivized engagement, and strong community partnerships, we not only achieved our client’s objectives but also created lasting brand impact.
