Ushindi Bathing Soap – The Return of the Legend Digital Marketing Campaign 

The “The Return of the Legend” campaign successfully reintroduced Ushindi Bar Soap to consumers and generated excitement for the relaunched product. The combination of social media marketing, roadshows, and targeted advertising contributed to the campaign’s success. The significant increase in followers, reach, and link clicks demonstrates the effectiveness of the strategy in reaching and engaging the target audience.

Our Role

Challenge: Increase brand awareness and generate excitement for the relaunched Ushindi Bar Soap with its new look and enhanced stain-removing formula. 

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: 

  1. Target Audience Definition: We identified Ushindi Bathing Soap’s target audience, focusing on households across Kenya. 
  1. 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. 

  1. Paid Advertising: We implemented targeted paid advertising campaigns on Facebook and Instagram, promoting the relaunch and using eye-catching visuals. 
  1. 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  
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