Profectiv MegaGrowth is one of the most iconic brands from the Strength of Nature family. In 2016, Godrej Consumer Products Limited (GCPL) partnered with Strength of Nature LLC to accelerate their leadership in hair care for women of African descent through brand building, distribution and geographical expansion.

Although MegaGrowth products had already been circulating in the Nigerian market, they had not officially launched in the market. MegaGrowth officially launched in the Nigerian market in September 2017. Prior to the launch, they needed a strategy to draw intentional attention to the brand and the relaxer that would be sustainable even after the launch.

  • Facilitated and assisted with securing Tiwa Savage as the brand ambassador.

  • Prior to the launch we engaged ten influencers (for a period of six months) with great following on social media to constantly but subtly and organically promote the relaxer (Bolanle Olukanni, Linda Ejiofor, Bisola Aiyeola, Mimi Onalaja, Idia Aisien, Zina Anumudu, Style Me Africa, Olive Emodi, Dimma Umeh & Kaylah Oniwo).

  • We initiated invite giveaways on social media through the influencers and media platforms which generated buzz for the launch.

  • Organized the press conference and secured the necessary media to ensure that the announcement of MegaGrowth in Nigeria and Tiwa Savage as its ambassador received great media coverage. Twenty-eight (28) media representatives across digital, print and broadcast platforms attended the press conference and launch event which followed right after the conference.

  • key personalities and influencers within the beauty, fashion and lifestyle industry were invited to the launch as well as online, print and broadcast media platforms to cover the launch.

  • #StrongNBeautiful and #Megaparty (the official hashtag for the launch) trended on Instagram on the day of the launch.

  • Clips from the launch were aired on TV stations including SpiceTV, Channels Tv, 53Extra and EbonyLife Tv some of which were repeated severally.

  • Post launch – to ensure sustainability, we scheduled a radio tour across four key radio stations which the brand executives shared insight about the product every week throughout the month of October. We also secured a cover feature with the brand ambassador in Guardian Life Magazine (The weekly insert in Guardian Newspaper)