Client: Lato Milk
Lato Milk: Elevating Brand Awareness and Driving Sales
Introduction: A Fresh Approach to Connecting with Customers
Lato Milk embarked on a mission to enhance brand awareness and boost product sales in Kenya. Charleson Africa, as the leading 360 marketing agency, collaborated with Lato Milk to execute a dynamic, customer-centric campaign that integrated in-store activations, mall sampling, and an engaging roadshow.
The Brief: Driving Awareness and Sales for Lato Milk
- Objective: Increase brand visibility and achieve measurable sales growth.
- Target: Engage a diverse audience through experiential marketing techniques, emphasizing Lato Milk’s unique qualities.
The Strategy: Dual Approach to Reach and Engage Customers
1. In-Store and Mall Activations (Wet Sampling)
- Objective: Provide customers with a first-hand taste of Lato Milk to build trust and purchase intent.
- Execution:
- Strategically placed sampling stations in high-traffic areas like malls.
- Enthusiastic brand ambassadors delivered product knowledge while fostering engaging conversations.
- Encouraged on-the-spot purchases by highlighting key product benefits.
2. Roadshow
- Objective: Broaden reach by taking the Lato Milk experience directly to various communities.
- Execution:
- Conducted interactive roadshows in multiple locations.
- Featured fun activities, games, and selfie opportunities to create memorable brand interactions.
- Distributed branded merchandise to leave a lasting impression.
Achievements: Measurable Success and Growth Potential
Campaign Highlights
Sampling Success:
- Exceeded the sampling target by 102%, highlighting strong consumer interest.
- Strategic placement and effective engagement tactics maximized reach and impact.
Sales Progress:
- Achieved 87% of the sales target. While not meeting the full goal, the campaign’s success in sampling indicated a solid foundation for future sales growth.
Impactful Engagement:
- Positive Brand Perception: Customers had the opportunity to experience Lato Milk’s quality, fostering trust and favorable opinions.
- Interactive Marketing: Roadshows offered fun and engaging activities, strengthening brand recall.
Notable Event: Mall Activations Across Kenya
On November 22, 2023, Lato Milk conducted vibrant mall activations at Eldoret Mall, TRM Mall, and Prestige Mall. These events included:
- Interactive games and activities.
- Selfie opportunities with branded backdrops.
- Distribution of Lato Milk merchandise, further cementing brand loyalty.
Results: A Foundation for Long-Term Success
- Exceeded Sampling Goals: Surpassed the target audience engagement, demonstrating the product’s appeal.
- Increased Brand Awareness: The campaign successfully positioned Lato Milk as a trusted name in Kenya’s dairy market.
- Potential for Growth: Strong sampling numbers and positive customer interactions pave the way for sustained sales growth.
Conclusion: Building a Legacy of Customer Trust and Engagement
The Lato Milk campaign showcased the power of experiential marketing in creating meaningful connections with customers. By combining in-store activations with an interactive roadshow, Charleson Africa helped Lato Milk achieve its goals of increasing awareness, generating excitement, and laying the groundwork for continued success in Kenya’s competitive market.
Ready to make your brand unforgettable? Partner with us today!
