Charleson helped M-Gas create awareness for their innovative gas solution in Kenya through customer-value approach. We focused on understanding the needs and desires of potential customers and highlighting the value that M-Gas could provide through various channels including:

  1. Customer research to understand the needs and preferences of potential customers for clean cooking fuel in Kenya. This included conducting surveys, focus groups, or interviews to understand what motivates customers to switch from traditional fuels to clean cooking gas.
  2. Charleson worked with M-Gas team to develop a clear and compelling value proposition that highlights the benefits of their pay-as-you-go clean cooking gas service. This included emphasizing factors such as cost savings, convenience, health benefits, and environmental impact.
  3. Charleson developed targeted marketing campaigns to reach potential customers for M-Gas, such as households in communities such as Mukuru, Kibera and other areas that currently use traditional fuels like charcoal or kerosene. These campaigns included social media advertising, targeted out of home adverts and experiential campaigns within the communities.
  4. Charleson also developed educational marketing collaterals, such as videos, brochures and product guides.

Overall, by taking a customer-focused approach, Charleson helped M-Gas become a household name in Kenya and position it as a valuable and accessible solution for clean cooking fuel.

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