JIK

Introduction: A Trusted Solution for Every Home
JIK is a powerful household cleaning product known for whitening and brightening laundry, eliminating stains, and killing 99.9% of germs and viruses. Charleson Africa partnered with JIK to deliver an engaging in-store activation campaign designed to amplify brand awareness and boost sales.

Campaign Objective: Cleaning Power in Action

• Goal: Increase brand awareness and drive sales of JIK cleaning products by creating a fun, hands-on in-store experience.
• Target Audience: Primary homemakers aged 18–50, looking for effective and reliable cleaning solutions.

Strategy: Bringing JIK’s Effectiveness to Life

Interactive In-Store Experiences

The campaign centered on engaging customers through creative and interactive stations that demonstrated JIK’s cleaning power.

Station 1: The “Germ Jungle Gym”

• A colorful jungle gym structure with hidden glow-in-the-dark “germs.”
• Shoppers sprayed JIK disinfectant to “defeat germs” as the glow-in-the-dark balls disappeared, showcasing the disinfectant’s effectiveness.

Station 2: The “Stain Showdown”

• A mock kitchen counter with everyday stains like coffee and ketchup on various surfaces.
• Shoppers participated in a timed challenge, using JIK stain removers to clean surfaces.
• Winners received JIK product prizes, boosting excitement and participation.

Brand Ambassadors: The Face of the Campaign

• Enthusiastic ambassadors provided product information, answered shopper queries, and performed live demonstrations.
• Coupons and free samples were distributed, encouraging product trials and conversions.

Execution: A Collaborative Effort

• Retail Partnerships: Activations took place in major retail stores across Nairobi.
• Creative Design: Eye-catching setups within cleaning aisles ensured maximum visibility and engagement.

Results: A Sparkling Success

Key Achievements

1. Enhanced Brand Awareness: The interactive displays and stations attracted attention, leaving a lasting impression on shoppers.
2. Positive Brand Sentiment: The hands-on demonstrations reinforced customer trust in JIK’s effectiveness.
3. Boosted Sales: In-store promotions and product trials drove immediate purchases.

Metrics:

• High customer interaction at activation stations.
• Increased sales figures during the activation period.
• Positive feedback via customer surveys and social media engagement.

Conclusion: Connecting Through Experience
The JIK In-Store Activation successfully combined creativity and customer interaction to showcase JIK’s cleaning power. By leveraging experiential marketing, Charleson Africa helped JIK achieve its goals of increased awareness, positive sentiment, and sales growth.

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