STRONGNBEAUTIFUL - MEGAGROWTH
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.
Scope of work: Strategy and Execution, Influencer Engagement and Management, Media Relations.
When MegaGrowth approached us, they wanted to officially launch in the Nigerian market even though their products were already been sold. They also wanted to change the exisitng perception of the brand (relaxer that damages hair) among consumers.
We facilitated and assisted with securing Tiwa Savage as the brand ambassador. Tiwa Savage was the perfect fit for the brand, she not only has great hair but has a great prescence on the African continent.
Prior to the launch, we carefully idenitifed influencers who not only had a great reach online and offline, but had great relaxed hair. Some had also mentioned the brand in online conversations in the past which was exactly what we needed, influencers who suited the brand DNA and will use their voice to speak positively about the brand. These influencers were engaged for six months - enagament started a month to the launch.
These influencers as well as Tiwa Savage were key to driving a huge buzz about the launch, which quickly became the event everyone had to be at. In addition to the brand infleuncers, key infleuncers in the beauty and lifestyle sector were invited to the launch
We invited key media platforms - online, print and broadcast to cover the press conference and launch event.
Post launch – to ensure sustainability, we scheduled embarked on a radio tour across key radio stations in Nigeria which the brand executives shared insight about the product, this also gave the brand the chance to have a direct conversation with consumers. We also secured a cover feature with the brand ambassador in Guardian Life Magazine (Earned Media).
The #StrongNBeautiful campaign has received over 100 million impressions online and over 35 million offline. It is one of the most talked about beauty and lifestyle brand in the Nigerian market.