Creating awareness among local domestic managers (November 2018 to date)
We were tasked to develop a stakeholder media and communications strategy to help Ariel become recognized by domestic managers in Kenya. We were also asked to engage and to identify key stakeholders and develop a campaign idea that would convince domestic managers that the brand was a good fit for their household work.
We worked closely with Ariel to coin the campaign the “Ultimate Guarantee” to influence purchase decisions. The campaign positioned Ariel as the ultimate guarantee and partner for complete stain removal. We also recruited and used influencers to help build relationships with Ariel’s consumers in Kenya. The launch of the campaign was timed to run during Ariel’s 10th birthday.
Ariel’s campaign received over 4 million digital impressions via the #ultimateguarantee hashtag. Ariel also significantly raised P&G’s among traditional media and managed to received coverage valued at USD $115,000 in just four months.