100M+

Student applications

200+

Challenge

AromaKare, a newcomer in the beauty industry, sought to make a bold entry into Tanzania's highly competitive Black hair and beauty market with their Black Essentials (BE) product line. The challenge was to create a compelling launch that resonated with the target audience and stood out amidst strong competition.

Solution

Crestwood developed the ‘Be-live-it’ campaign, a dynamic and culturally resonant initiative that celebrated Tanzanian beauty and empowered women with the "secret" to great hair. The campaign was strategically designed to:

Empowerment Messaging:Highlight the power and beauty of Tanzanian women, making the BE line a symbol of self-expression and confidence.
Digital Engagement :Utilize social media, influencer partnerships, and targeted digital ads to create buzz and engage the target audience.
Integrated Marketing: Highlight the power and beauty of Tanzanian women, making the BE line a symbol of self-expression and confidence.

Key Achievements

+5M Impressions: Generated over 5 million impressions across all digital platforms, significantly raising brand visibility.
57% Brand Awareness: Achieved a 57% brand awareness in the Tanzanian Black hair and beauty market within 5 months.
120% Sales Increase: Exceeded sales expectations by 120%, firmly establishing AromaKare in the Tanzanian market.
15% Brand Loyalty Increase: Increased brand loyalty with a 15% repeat purchase rate within the first 3 months of the launch.