Integrating various elements into a single below the line marketing campaign has become more than a “good idea” – it is an imperative for brands that want to reach their customers through the plethora of media platforms available. Restore Plus, African hair care brand, contracted the interactive marketing and activations experts, Isilumko Media, powered by Studentwise as the ideal activations partner to achieve their campaign objectives.
Through the extensive stage-trailer road shows and in-store activations across six provinces, the campaign aimed to create brand awareness and educate customers on the various benefits and cost-effective options of the Hair Butter and No-LYE Jasmine Relaxer. Isilumko Media integrated various elements into one campaign for Restore Plus thus creating the opportunity to combine customer service with sales driven communications as well as engage customers through productive exchanges that allow for immediate feedback.
The vibrant and energetic road shows generated a great deal of customer participation at 25 of the retail complexes most frequented by the Restore Plus target market of young African women. The informative MC supported by the funky Restore Plus dancers ensured continued hype and fulfilled the edu-tainment criteria of the brief. In addition, the carefully selected in-store brand ambassadors engaged with customers in a meaningful exchange connecting the Restore Plus brand (and products) with the consumer.
“This customer-focused approach presents many advantages; the first of which is the customer relationship built by the communication. Perhaps even more important, is the opportunity to engage in a productive exchange with customers. By combining customer service with sales; one capitalises on the opportunity to gain valuable market research information which will ultimately improve a brand’s insights,” said Brendan Powell, General Manager at Isilumko Media.
The successful and interactive campaign produced an estimated exposure of close to 60,000 hits for the Restore Plus brand. Furthermore, sales for these products were boosted during the in-store shifts, with Umlazi Mega City (Durban), Daveyton Mall and Southgate Mall producing the highest sales figures.