• Campaign details

Agency: Hill+Knowlton Strategies Kenya

Summary

Despite being the market leader with a value share of 9%, Gillette was facing a challenge in driving brand loyalty among existing Gillette users and non-Gillette users. The presence of cheap imports in the market and price conscience consumers was forecasted as issues that may make the brand lose its share. To help the brand hold onto its market share and increase consumer loyalty, we developed a consumer education campaign, which resulted in a 20% increase in brand awareness; 10% increase in consumer tiering up to premium Gillette products and 20% increase in value share during the campaign period.

The challenge

In 2016, Gillette introduced premium-shavers in Kenya with the hope of increasing market share. However, loyal consumers were unwilling to trade their old shavers for the premium ones while potential consumers continued visiting barbershops for their shaves. In addition, consumers complained about experiencing razor bumps after using the new shavers. A ReelForge study showed that some factors continued to affect the brand strategy:

  • Awareness: Consumers were not aware of the new shavers introduced in the market and their value preposition
  • Attitude: Consumers continued to focus on functionality and didn't see the need to invest in an 'expensive' product for the same result.
  • Growth: The target market for shavers had stagnated; the number of consumers that use shavers and those that visit the barber shop remained the same.