ENHANCING YOUR MOMENTS TO SHINE

Category: Channel | Use of Media Award Level: SILVER Brand: Godrej | Entrant Company: mediaReach OMD, Lagos, Nigeria Background The new trend of human hair variants has led to a decline in the use of synthetic fibre extensions (weave-on and braiding hair) in Nigeria. This decline is due to the perceived low quality and lack of versatility of the styles. Although the brand expanded its product range to provide more versatile styles, they were not adopted by the consumers because of the perception issues. The decrease in demand forced the company to cut down production and shut down one of its factories. How do we arrest the declining sales of darling hair products and drive usage among our existing targets? Strategy Fashion is a form of self expression for our highly aspirational TG; the need to be seen as contemporary and trendy is often expressed in the choice of fashion items, hence beyond pricing, brand preference and purchase decisions are greatly influenced by trends as dictated by the media, pop culture and influencer figures like celebrities and icons. We know the key to achieve our objective was to change the unfavourable perception around darling hair products by repositioning darling as the trendy hair brand that befits their lifestyle and connects with their passion points. We needed a high affinity platform that connects with the TG passion point at scale & BBN was the perfect fit. We partnered as the official Hair sponsor of the Big Brother Naija Pepper Them Season Execution As official sponsors, we took ownership of the hair looks of all the housemates every week and styled them up in different looks in preparation for the Sunday night eviction which is the major highlight of the show every week. On one of the days in the house, we tasked the housemates to showcase their creativity by creating unique hair styles for one another and host a runway fashion show. This helped us showcase our stylish variants to millions of our audience We ignited conversations on social media among the teeming viewers, we created online polls to interact with our audience,streamed the task process live to ensure that our online audience were kept updated. while the task was going on we leveraged on relatable hashtags, #FindYourBeautiful and #DarlingBBNaijaTask to trend the task. We engaged fashion celebrity judges to build up anticipation ahead of the runway event which will mark the conclusion of the task & the winner was selected. Results We recorded a positive growth in sales - growth index to year ago (IYA) was 162, which resulted in the reopening of the shut down factory to meet demand. Perception change achieved with a huge level of conversation and engagement online: Task Day Impressions on Twitter were 2.7million with 301,750 engagements and an engagement rate of 9.53%. We had a total of 415,619 engagements with an double digit increase in engagement rate 2.93% - 18.77% on Facebook and 0.39% - 14.06% on Instagram

© 2020 Pitcher Festival from CHINI Africa