Nyoa Ki Pro Na Gillette (Shave Like A Pro Using Gillette)

Gillette, a razor brand, retained its market share and increased consumer loyalty by creating an influencer and social campaign in Kenya.

  • Campaign details

Agency: Hill+Knowlton Strategies Kenya

Summary

Despite being the market leader with a value share of 9%, Gillette was facing a challenge in driving brand loyalty among existing Gillette users and non-Gillette users. The presence of chea

According to a study conducted by ReelForge, Gillette share of voice between April 2017 and June 2017 had increased by 60% compared to its rivals. Other than increase in share of voice, Gillette also recorded 20% increase in brand recall among consumers. The campaign resulted in crosscutting increase in volume and value in terms of sales growth. The brand recorded an overall category volume growth of over two points versus previous period. The campaign also led to increase of distribution growth by over two points versus the previous period. Gillette's two-month average volume share grew by over 9.4% versus the previous period as result. Gillette's Numeric Distribution grew by over 5% vs previous period. There was no negative media coverage about the brand during the campaign period. 80% of the stories captured the brand on the headlines. For example, Student at Kenyatta University were treated to an evening concert with local artistes courtesy of Gillette; Gillette Kenya engaged its consumers in an attempt to break the Guinness World Record for the most people shaving at the same time in the same location and thousands of people participated in the Nyoa Ki-Pro Na Gillette. See chart below:

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