Client: Lato Milk
The Brief: Increase brand awareness and drive sales of Lato Milk products.
Strategy: Utilize a two-pronged approach:
- In-Store/Mall Activation (Wet-Sampling): Engage customers directly through in-store and mall sampling stations.
- Roadshow: Bring the Lato Milk experience to various locations for broader reach.
Achievement against Target:
- Sampling: Surpassed target by exceeding 100%. Successfully sampled 102% of targeted customers, demonstrating strong customer interest in the product.
- Sales: Achieved 87% of the sales target. While not reaching the full sales goal, the significant sampling success suggests a positive trajectory and potential for future sales growth.
Campaign Highlights:
- Wet Sampling:
- Offered customers a chance to taste Lato Milk’s unique qualities firsthand, fostering brand connection and purchase intent.
- Strategic placement of sampling stations in high-traffic areas ensured maximum reach and visibility.
- Enthusiastic brand ambassadors provided product information and engaged customers in conversation, creating a positive brand experience.
- Roadshow:
- Expanded brand exposure by bringing Lato Milk to various locations, attracting new audiences.
- Offered interactive activities and games to generate excitement and brand recall.
- Created a fun and memorable brand experience, further solidifying customer interest.
Results:
- Exceeded Sampling Target: The in-store/mall activations successfully connected with a large audience, exceeding the set sampling goal.
- Increased Brand Awareness: Both activations served to raise brand awareness and establish Lato Milk in the minds of potential customers.
- Positive Brand Perception: The opportunity to taste and learn about Lato Milk likely led to a more positive perception of the brand.
- Strong Sales Potential: Although sales didn’t fully reach the target, the high sampling numbers indicate a strong foundation for future sales growth.
Notable Event:
22 Nov: Lato Milk successfully conducted mall activations across Kenya, including Eldorett Mall, TRM Mall, and Prestige Mall. These events featured various activities such as games, selfie opportunities, and the distribution of Lato merchandise. Consumers actively participated in all activities, contributing to the success of the activations.
Conclusion:
Lato Milk’s combined in-store/mall activation and roadshow campaign effectively leveraged experiential marketing to connect with a large and diverse audience. By providing interactive experiences and product sampling, the campaign not only achieved its primary sampling target but also generated brand awareness, positive customer experiences, and significant sales potential.
