Dark and Lovely

Industry: FMCG/Cosmetics/Hair Products

Their Challenge: Introducing Au Naturale, their existing natural hair care line, to the Ghanaian market and breaking into a segment they were not popular in, locally.

Our Intel: The natural hair segment is gaining momentum and is almost cultish. Naturalistas celebrate their hair and are drawn to brands that do the same while offering practical solutions to managing their hair routine. So we needed to celebrate Naturalistas and let them know the benefits of using Au Naturale products in order to get them to try the product.

Strategy: There was a 2-day launch event at Madina Market which was hyped and live streamed online to keep the Facebook audience engaged and allow them to experience the launch remotely. In addition, a social media activation was ran to encourage product trial and gather customer testimonials.
The audience was tasked to send in pictures of their afro crown to win a set of Au Naturale products. Pictures of winners were posted on the page to encourage participation.

Results: During the launch and activation, Facebook followership grew by 3,745 in July and 2,792 in August. There was also considerable interaction on the live posts as well activation posts. The second day of the event saw more foot traffic to the stand due to the online coverage the previous day. This translated into sales.