CLOVER, a branded foods and beverage group of companies was looking to launch their product portfolio into the Tanzanian market. Using their company vision,they requested us tocreate a unique teaser campaign to create TOMA in order to prepare the local market for their product launch.
Today Imperial Marketing is a key partner with Clover in Sales & Distribution strategies, Marketing and Branding whereby we have helped the brand to successfully penetrate into the Tanzanian Market. We have worked hand in hand with the changing forces in the market to ensure the target audience is always engaged in their products to enable them to acquire a strong hold in the market. With our experience and a team of competitive and driven staff we have enabled Clover to climb from being the 5th to 2nd largest milk distributors in the Tanzanian market in a span of one year.
We created a bluecow teaser where series of videos were released through influencer marketing. With in 2 days the videos went viral and were covered by all media houses. Total of 2m people saw this through Social Media , and Million others through radio and TV. The teaser got so much attention that it was the talk of the town, everyone wanting to see the “Bluecow” , Finally when the brand was launched after 4 days, To date most of the people remember and relate Bluecow to Clover and this has created a huge impact in creating TOMA effect.
We did a grand launch of the brand at hyatt Kilimanjaro, Top government officials were invited and total of 350 businesses were invited across FMCG market (Including Banks). The idea was to connect Clover to its stakeholders. We did a sales of over 200m during the launch night with pre orders.
We developed a route to market strategy ensuring we reached mass market with the purpose of brand awareness and conversions. With a proper route plan , sales conversion mechanics we have managed to grow the general trade business through road show activation and bringing the brand from 5th as the market entrant to being 2nd preferred UHT milk. For UHT juices We managed to climb from 6th to 2nd with in 1 year.