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Purit

The Task.

Carat Antiseptic & Soap sought to make a strong entrance into the competitive Nigerian personal care market. The objective was to achieve maximum Top of Mind Awareness (TOMA) while competing for market share, all within a limited budget. Syracuse Africa was tasked with developing a creative and cost-effective strategy to launch the brand, emphasizing its key selling point of All Round Protection.

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Carat Antiseptic & Soap - Nigerian Market Launch

This campaign aimed to successfully introduce Carat Antiseptic & Soap to the Nigerian market and effectively compete for market share by emphasizing the product’s unique selling proposition while maximizing visibility and engagement despite budget constraints.

Our Approach

To maximize the campaign’s reach and effectiveness, Syracuse Africa implemented a strategy focusing on User Generated Content and Digital Promotions.

Strategic Positioning:

  • Highlighted the product’s key selling point, All Round Protection, to differentiate it from competitors in the market.

  • Positioned the product as a must-have solution for hygiene-conscious consumers.

User-Generated Content (UGC) Campaign:

  • Developed an innovative UGC strategy to engage the target audience and create organic buzz.

  • Designed and launched a custom website where users could generate personalized frames featuring the Carat brand and share them on their social media profiles.

Digital Promotion:

  • Promoted the UGC initiative across social media platforms to drive participation and reach.

  • Encouraged users to share their frames using branded hashtags, amplifying the campaign’s visibility organically.

Budget Optimization:

  • Focused on digital and organic growth channels to minimize costs while maximizing impact.

  • Avoided high-cost traditional media by leveraging social media and peer-to-peer sharing.

Results.

3k

UGC

6m

Impressions

5

Top Share of Voice

Conclusion.

Syracuse Africa’s innovative UGC-driven strategy ensured a successful launch of Carat Antiseptic & Soap in the Nigerian market, despite budget limitations. By leveraging digital channels, user engagement, and strategic positioning, the campaign delivered strong brand awareness and positioned Carat as a formidable player in the personal care industry. The results demonstrated the power of creative solutions in driving significant market impact on a lean budget.

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