The Brief
Since 2008, Daraju Industries has built a strong and rich heritage of making an impact in the lives of consumers with brands that make life a little better every day. Fressia, Xtreme, and Green are some of the brands that Daraju owns and has entrusted their growth to keeK. Along with the go-to-market strategy, keeK spearheads Brand Strategy, digital marketing services like PPC, Display Advertising, Paid Socials, and Social Media Marketing.
These brands were relatively new and had low penetration in the market. Faced with competitors like Colgate, they were having a hard time building their market presence. They were looking for a marketing agency that is dedicated to delivering the objectives and KPIs. keeK has prior experience with Nigerian consumer brands which was vital to make this a success.
50%
Increase in Sales
100%
Increase in Engagement
500%
Increase in Reach
PPC
According to the market penetration strategy that keeK layed out for Daraju, we planned our digital marketing strategy and decided to go ahead with PPC advertising. After thorough research on the target market and demographics, we identified relevant and high-traffic keywords related to our products, such as soap, toothpaste, and detergent.
keeK ran awareness campaigns and aimed for a minimum Cost Per Click. We also developed a retargeting strategy so that each viewer would see our ads at least three times a month. After regular optimisation, the Google advertising cost was significantly reduced.
Display Advertising
Fressia introduced an exciting promotion that received significant attention. A digital marketing strategy was laid separately for this campaign and In partnership with Eskimi, keeK collaborated to showcase Fressia’s display advertising on websites, blogs, and forums that matched our products and appealed to Fressia’s target audience. keeK designed various eye-catching banners in different sizes and styles for different spots on these websites, ensuring that the message and call-to-action were crystal clear.
Paid Socials
keeK mapped out the meta advertising strategy for all three brands. The objectives of all three brands were different. Initially, the team conducted tests for various campaign types like awareness and engagement. After two weeks, we settled on a fixed budget and strategy. We promoted Instagram and Facebook posts for higher engagement. An initial push led to an increase in awareness and follower base, gradually leading to organic growth in the social media presence of all three brands.
Social Media Marketing
Fressia and Xtreme already had social media handles, but engagement and followers were limited. keeK built Green’s social media presence from scratch and revitalized Xtreme and Fressia’s social media handles. The posting frequency was determined with the brand manager’s consent.
For organic growth, we initiated weekly tactical campaigns for these brands, where we presented challenges or puzzles to viewers. Those who solved them had a chance to win prizes.
Go-to-Market Strategy
keeK worked alongside Fressia to ensure the success of their promotional campaign. We strategized the promotion mediums that Fressia could choose for maximum impressions. We designed several billboards, lampposts, and banners for offline promotion, ensuring that the messaging was clear.
We also pursued television advertising, creating a script and storyboard that was shared with the brand manager for the shoot. In addition to the TV ad, the promotion was also shared through paid media and display advertising.
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