Campaign Goals:
- Reintroduce Ushindi Bathing Soap to consumers.
- Highlight the new product features and benefits.
- Create buzz and excitement around the partnered roadshows.
Campaign Strategy:
- Target Audience Definition: We identified Ushindi Bathing Soap’s target audience, focusing on households across Kenya.
- Content Strategy: We developed a content strategy centered around the “The Return of the Legend” theme. This included:
Product Showcase: Highlighting the new packaging and enhanced stain-removing formula.
Nostalgia: Evoking nostalgia for the Ushindi brand and its long-standing presence in the market.
Visual Storytelling: Creating engaging visuals that associated Ushindi with muddy adventure and problem-solving.
- Paid Advertising: We implemented targeted paid advertising campaigns on Facebook and Instagram, promoting the relaunch and using eye-catching visuals.
- Roadshow Activation: We designed eye-catching posters with relatable art copies for every region visited. This aided the partnership roadshow activation with known radio stations (Inooro FM, Radio Citizen, Muuga FM, Sulwa FM)
Results:
Facebook:
- Followers: Increased to 12.5k
- Reach: Increased to 6.6M
- Link Clicks: Increased to 8.4k
Instagram:
- Followers: Maintained at 1.1k.
- Reach: Increased to 628k
- Link Clicks: Increased to 186