Client: KETEPA
The Brief: Reach and sample 15,000 customers with Kenyan tea
Strategy: In-Store Activation (Wet-Sampling)
Achievement: Surpassed target by 110%, reaching and sampling 15,000 * 1.1 = 16,500 customers.
Campaign Highlights:
- Engaging Approach: A wet sampling approach allowed customers to experience the taste and aroma of Kenyan tea firsthand, creating a more memorable impression than simply seeing packaged goods on shelves.
- Strategic Locations: Setting up sampling stations within high-traffic areas of supermarkets and grocery stores ensured maximum reach and brand exposure.
- Friendly Brand Ambassadors: Enthusiastic representatives offered information about Kenyan tea varieties, brewing methods, and potential recipe pairings. Their positive and informative interactions likely enticed more customers to try the product.
Results:
- Exceeded Sampling Target: The campaign successfully surpassed its goal, reaching a significant number of potential customers and generating interest in Kenyan tea.
- Brand Awareness Boost: Through direct interaction and product experience, the activation enhanced brand awareness and established KETEPA as a leader in Kenyan tea production.
- Positive Customer Perception: The opportunity to taste and learn about Kenyan tea likely led to a more positive perception of the brand and its products.
Conclusion:
The KETEPA In-Store Activation campaign effectively leveraged experiential marketing to connect with a large audience of potential customers. By providing an engaging and sensory experience, the campaign not only achieved its sampling target but also boosted brand awareness and created a positive association with Kenyan tea.
