Following the launch of Chrome Gin, the team at Saracen OMD, briefed Mdundo to increase awareness of the brand among Mdundo users in Kenya.
Increase awareness of Chrome Gin among Mdundo users in Kenya.
Support the uptake of the brand among Mdundo users in Kenya
We deployed a 15 second audio ad targeted at the 2.6 Million users in Kenya (Q3 of 2021) to drive awareness of the campaign. The ads were placed on the top 100 songs in Kenya as well as DJ Mixes that feature genres popular with the brand’s target audience.
To ensure maximum delivery of the campaign, we continuously monitored it’s performance through our brand lift tool providing real time insights to the Chrome Gin team. The brand lift tool tracks brand health among our users across the consumer purchase funnel, based on the following metrics; Awareness, consideration, favorability and purchase intent.
+41% increase in Awareness (1.06 Million potential customers)
+13% increase in Consideration (338,000 potential customers)
+6% increase in Favorability (156,000 potential customers)
+13% increase in Purchase Intent (338,000 potential customers)
+18% increase in overall brand lift score
The audio ad direction worked well in introducing Chrome Gin and its retail price, placing the ads in DJ mixes that are popular with the brand’s target audience (Gengetone) further drove awareness.