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PR, Digital Communications & Branding
#BE-LIVE-IT
Aromacare, Black Essentials
Year: 2023
Media reach
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.