Consumer Engagement: Harpic Deepens Commitment With ‘Mystery Home Visit’
IN any competitive market, the battle for profit, market share and share-of-voice is not always an easy one. It is always fierce. Therefore, one effective way for brand owners to break through the clutter is to connect with their consumers through direct engagement, thus creating special experiences. Research has revealed that consumers become loyal to a brand when they are brought “inside”. This is when they are made to feel like part of the brand’s community.
When consumers feel special, when they are given sneak previews of new products or special rewards they usually become brand advocates. Very few tools make more lasting impact than word-of-mouth advertising. Harpic, Nigeria’s foremost hygiene and home care brand manufactured by Reckitt Benckiser, must have keyed into this understanding when they recently stormed the streets of Lagos to connect and reward consumers for their loyalty. Reinforcing its tipple-powered impact for toilet solution via the new campaign tagged “Harpic All in One”, the brand led by her brand ambassador, Helen Paul, thrilled consumers in Home Mystery Visits and market reward across Lagos suburbs.
During the Home Mystery Visits, a total of 25 consumers were rewarded with varieties of home appliances at Abesan Estate Ipaja, Ogba/Ijaye Estate, Jakande Estate, Isolo; Amuwo-Odofin Estate, Mile 2 and Dolphin Estate. The market reward also saw three wholesalers and two retailers at Oke-Arin, Mushin, Agege, Badagery Trade Fair and Ikotun areas of the state receiving exciting rewards. “I was so surprised when I saw Helen Paul knocking at my door.
Getting a gift from her is something I will never forget and I am still surprised this happened for real. I am a user of Harpic and I want to thank the company for the gift,” Ojo Faith, a resident of Amuwo-Odofin, who was one of the lucky winners, said. Another lucky winner, Ajibade Oluwafunke thanked Harpic for the exciting moment she had to spend with the brand ambassador. S
he also commended the brand for their consistency and frequent awareness on hygiene. “When it comes to issues of toilet cleanliness and hygiene, Harpic has been so educative and informative about this and I so much appreciate them. That is why I now use their product,” she revealed.
According to the Marketing Director of Reckitt Benckiser, West Africa, Oguzhan Silivrili, the main goal of the new campaign was to enlighten consumers on the superiority of Harpic over traditional toilet cleaning methods. “We know that consumers want products that can remove tough stains, kill germs and freshen their toilets.
This is why you see some people buying detergent, bleach and toilet fresheners for their toilet. This campaign is good news to such consumers. They will now realise they can conserve their cash for other things since they do not need to buy three different products for their toilets.
Now, they can get all they need in one product — Harpic,” he said. Also speaking, Marketing Manager Harpic, RB West Africa, Bamigbaiye-Elatuyi Omotola said that in the last few years, Harpic has been in the forefront of educating Nigerians on issues of toilet cleanliness and hygiene. “Nigerian consumers can readily recall the Harpic Experience Moments where sets of activities were lined up to reach one million homes yearly across 16 cities within the country to educate consumers about how to keep a clean and hygienic toilet,” he noted.
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