Godrej’s DARLING brand needed a way to reach prospective end users of their hair products, create brand visibility and awareness at touchpoints where the TG can be found. The brand also needed to recruit brand advocates among their grass root external publics.
OUR APPROACH
Market Storm was done with our Darling Experience Truck where we engaged the TG about Darling products and had hair stylists fix the hair of those who made purchase in the mobile salon
- We identified that stylists have a role to play in the consumer’s ability to “Define their Beautiful” so we came up with a plan to have a stylist activation.
- We engaged stylists and consumers with the our state of the art Mobile Salon Truck to give the TG a “Darling Experience”.
- We leveraged on this platform to target Stylists, engage them, get them to buy into the brand’s profit story and become advocates of Darling’s Luxury and Super Lite braids to their customers.
ACHIEVEMENTS
We engaged shoppers in the Open Market about the focus Darling hair brands, sold product and even had a stylists competition, while also fixing hairdo for the TG on purchase. We also successfully deployed POPMs materials, creating visibility for the Darling Brand.
- We successfully activated 5 Markets in ABUJA, JOS, KADUNA, KANO & BAUCHI.
- We engaged and Educated 568 Stylists on usage of different Darling products and fixed the hairdo of over 258 customers who took the free hairdo offer.
- The activation encouraged one on one campaign through word of mouth to build TOMA for Darling products across all market activated.
