- Campaign details
Agency: Hill+Knowlton Strategies Kenya
Summary
Despite being the market leader with a value share of 9%, Gillette was facing a challenge in driving brand loyalty among existing Gillette users and non-Gillette users. The presence of cheap imports in the market and price conscience consumers was forecasted as issues that may make the brand lose its share. To help the brand hold onto its market share and increase consumer loyalty, we developed a consumer education campaign, which resulted in a 20% increase in brand awareness; 10% increase in consumer tiering up to premium Gillette products and 20% increase...