The Challenge: Expanding Reach and Overcoming Market Barriers
Benny Stock Powder, a well-known and trusted household staple, sought to strengthen its
market leadership. Meanwhile, Jolly Jus, a vibrant beverage brand, aimed to build initial
brand awareness and drive trial in a competitive landscape where distribution and pricing
posed significant hurdles. Both brands needed to deepen consumer engagement, understand
market dynamics, and boost sales in key South Sudanese markets.
Our Solution: Strategic On-Ground Activation & Consumer-Centric
Engagement
Our agency designed and executed an intensive 11-day activation campaign across high footfall markets in Juba, South Sudan, focusing on direct consumer interaction and
immediate conversion.
Key Campaign Objectives:
Drive product awareness and highlight availability.
Encourage trial and conversion through low-barrier purchase mechanics.
Build positive product perception, emphasizing Benny’s versatility and Jolly Jus’s joyful
refreshment.
Gather vital consumer insights on preferences, pricing, and performance.
Boost short-term sales volume.
Strengthen brand equity for both Benny (“Live with Mo Flava”) and Jolly Jus (“Jolly Joy
Can’t Be Contained”).
Activation Mechanics & Tactics:
Targeted Sampling: Over 13,500 consumers experienced the products firsthand. Wet
sampling for Jolly Jus was critical for taste perception.
Adaptive Purchase Mechanics: The “Buy 12 sachets = Free branded merchandise”
mechanic for Benny and “Buy 10 sachets = Free branded Merchandise” for Jolly Jus
proved most effective, demonstrating consumer price sensitivity.
Educational Engagement: Live demonstrations, product mixing guidance, and myth-busting talks (especially for Benny) fostered deeper understanding and trust. Benny flyers were distributed to educate on versatility.
Strategic Market Selection: Focus on high-footfall areas like Gumbo Sherikat, Jebel Market, and Munuki Market maximized reach and engagement.
Impactful Results: Tangible Growth & Strengthened Market Position
The campaign successfully delivered significant results, proving that direct visibility and strategic sampling are powerful drivers for conversion:
Overall Campaign Highlights:
- Massive Consumer Trial: Over 13,500 consumers sampled products across 11 market activations.
- Effective Field Teams: Energetic and disciplined promoters were instrumental in crowd pulling, conversions, and consumer education.
Benny Stock Powder Performance:
- Consistent Sales Growth: Total sales reached 40 boxes and
- 14,102 units , with an impressive
- 10,184 consumers reached. Sales steadily increased week-over-week (Week 1: 7 boxes , Week 2: 10 boxes , Week 3: 20 boxes ).
- Strong Brand Equity: Benny is a well-known and trusted brand, with high consumer familiarity and retail penetration.
- Top-Performing Market: Jebel Market (Week 3) achieved the highest reach (1,452 consumers) and strong sales.
- Sampling Success: Over 7,400 consumers sampled Benny , with sampling identified as the main conversion trigger.
Jolly Jus Beverages Performance:
- Significant Trial-to-Conversion: Total sales reached 39 boxes and
- 17,280 units , with
- 10,283 consumers reached and
- 6,519 sampled. Sampling was consistently effective in driving conversion, especially for Mango and Pineapple flavors.
- Improved Awareness: Many consumers were introduced to the brand for the first time.
- Strong Week 3 Finish: The campaign concluded with a peak performance in Week 3 for Jolly Jus, with 18 boxes sold ,
- 7,776 units , and
- 2,545 consumers sampled. Jebel Market leading in sales and sampling.
Key Learnings & Future Strategic Recommendations
The activation provided invaluable insights for optimizing future marketing efforts:
- Distribution is King: Improving last-mile distribution for Jolly Jus is critical, as retailers currently face challenges in restocking. Introducing mobile vendor float teams or regional stock drops could significantly enhance accessibility.
- Price Elasticity Matters: Tailoring purchase mechanics to brand price elasticity is essential; higher thresholds discouraged participation, especially for Jolly Jus.
- Flavor Optimization: For Jolly Jus, focusing supply and sampling on high-demand flavors like Mango and Pineapple , and providing single-flavor cartons to retailers, will improve sales and retailer satisfaction.
- Untapped Channels: Mobile vendors and street food vendors represent significant untapped sales potential and brand advocacy. Implementing vendor reward mechanics (e.g., branded parasols, aprons) and joint visibility strategies can convert these into powerful partners.
- Sustained Visibility: Ongoing brand storytelling and expanding flavor-led visibility are crucial for long-term impact.
Conclusion: Building a Foundation for Continued Market Leadership
This activation successfully laid the foundation for sustained market pull for both Benny and Jolly Jus. By combining direct consumer engagement, adaptive mechanics, and strategic market focus, we not only achieved impressive sales and reach but also gathered critical insights to inform future growth strategies. The campaign underscored the power of visibility and sampling in driving conversion and established a clear path for building a robust retail ecosystem that supports ongoing product success.