UNITED WE STAND STAKEHOLDER CAMPAIGN
House of Tara, Nigeria’s leading indigenous make up brand started experiencing a rise in counterfeit products in the Nigerian market in 2016. The branded needed a nationwide campaign that would
- Educate consumers of the potential harm counterfeit products could cause to their skin and how it potentially kills a Nigerian business that contributes to the nations economy.
- Inform and educate consumers on how to identify authentic Tara products.
- Drive a conversation on the economic effect of counterfeit.
Scope of work: Crisis Management, Media Strategy & Execution, Influencer Engagement, Media Relations
We suggested two solutions. In the early stages of the campaign, we started with a campaign centered around the Tara brand (#IstandWithTara). With counterfeiting being an issue that’s experienced in various industries we proposed the #UnitedWeStand collective. The purpose of this was to get various stakeholders from other industries involved to ensure we could address other issues such as intellectual property theft and piracy (with a focus on the music industry and Nollywood).
Piracy, counterfeiting, and intellectual property theft has ripped producers, manufacturers, and creatives off the dividends of their work and has also impacted negatively on the country’s economic and financial development. The aim of introducing UnitedWeStand collective startegy was to drive a deeper conversation, the more industries involved as a “collective” the stronger their voices became in being able to put pressure on key stakeholders in Government to address the issue.
At the centre of the campaign was Tara fela Durotoye, CEO, House of Tara, Oke Maduewesi of Zaron Cosmetics and Dr. Ebele Ugochukwu of Sleek Make up Nigeria were engaged to join the campaign as business victims of counterfeit.
The campaign as a whole also highlighted the role consumers play in promoting counterfeit products, stressing the fact that consumers can shape culture and change the value system.
Strategies developed were;
Social Media Campaign – We engaged over 30 beauty influencers and celebrities to use their voice to created awarness about the campaign using the hashtags: #IStandWithTara and #UnitedWeStand. This has over 10.2 million impressions on Instagram in the first 3 weeks and a total of 29 million impressions at the end of the campaign period.
Video campaign - To drive emotional impact and create a substantial call to action, a video pioneered by House of Tara, featured powerful and inspirational stories by the campaign collective. They addressed the issue of counterfeit and its widespread grip across many Nigerian businesses, calling out the government, legislators and regulators to implement laws to protect business owners as well as to educate consumers.
The video included Tara Fela-Durotoye (CEO, House of Tara International), Oke Maduewesi (Zaron Cosmestic), Funke Akindele-Bello (Scene One TV), Temitayo Eyitayo (Founder, 24 Apparel), Uzo Uzeoke (Executive Director, Emzor Pharmaceuticals) and Chude Jideonwo (Managing Partner, RED Media Africa). Short clips were extracted from the campaign video which was shared on social media, the extended version was released at the stakeholder meeting.
Stakeholder meeting – A gathering of stakeholders to address the issues of counterfeiting and intellectual property theft that Nigerian consumer brands face. The meeting featured two panel discussions with speakers ranging from CEOs and top executives of affected brands, industry regulators, to legislators and government officials, to discuss possible solutions to the problem.
The Honorable Minister of State for Industry, Trade and Investment, Hajiyah Aisha Abubakar delivered the keynote address at the stakeholder meeting.
We developed panel topics and issues to be discussed at the stakeholder meeting. We also invited a network of seasoned professionals across different sectors for the panel discussions including; Obafemi Abaga (Partner/Head of Brand Protection, Jackson, Etti & Edu), Vivian Oputa (Medical Practitioner), Babatunde Adenaike (Product Manager, Flour Mills Nigeria PLC.), Obi Asika (C0-founder, Social Media Week) and Okechukwu Ofili (Founder, Okada Books).
House of Tara Store Experience – Following the stakeholder meeting, we kicked off the Tara store experience. The aim of this was to create awareness of the various House of Tara stores across different states in Nigeria and to encourage consumers to go directly to the stores to make their purchase to ensure they were buying original products.
Another reason for introducing this was the fact that data had shown that some distributors were selling counterfeit products.
Influencers from different key states (Lagos, Abuja, Port Harcourt & Ibadan) were engaged to go on a store experience which included a makeover at the end of the experience. These influencers shared their store experience (with pictures and Instagram stories) informing their followers on how to identify real Tara products.
Media Relations: We secured media partners for the duration of the campaign which lasted for a period of five months. These media platforms included print, online and broadcast platforms who helped in amplifying all content from press releases, videos and images.
Before and after the stakeholder meeting: we also had a radio and TV tour on key platforms with members of the campaign collective addressing different issues on the different platforms. (Radio included Beat FM, Cool FM, Nigeria Info, Inspiration FM, Lagos Talks, WFM) and TV Included Channels (Business morning), AIT (Seriously Speaking), Ebony Life TV (Moments), Wazobia Max (Hello Nigeria), NTA (Business Matters) and CNBC.