In 2016, we won the Hayat Kimya media agency pitch in Nigeria and
our first task was to launch their diaper brand – Molfix in a category
dominated by P&G’s Pampers.
The company wanted to recruit new users and convert users of
other brands to the Molfix brand.
We profiled the target audience’s diaper purchase habits and
identified Television as a key medium to drive Reach which was the
most important objective for the launch campaign.
Using television as lead medium, our implementation plan was to
buy the first commercial of the first break on leading local stations
and programs in all key locations across the country. We stayed
away from programs where competition was already advertising.
Brand share of market grew to 11% (from 2%) at the end of the year.