The Challenge

In a country with diverse religions and the assumption that consumers from the Northern & Middle belt do not engage on digital platforms, Unilever wanted to strengthen their brand equity and love amongst the Muslim consumers’ pre, during and after the holy month of Ramadan. Unilever also needed to get current/lapsed users to pantry load and non-users to purchase and try their food brands (Knorr, Royco, Lipton & Blue band).

During this sensitive period in Northern Nigeria and the country at large; connecting with these consumers to create love for the brands and actively engaging with them in a period of an important religious exercise seemed impossible, there were questions “How best can we reach these consumers?” “Would these consumers engage on our social platforms?” “Would non-users from these regions be interested in our food brands?” “Would these consumers accept our content?”

And of course, we also had to reach and engage with Muslim consumers in the South West of Nigeria

What We Did

We created the ‘Let’s come together’ campaign to bring all our Muslim consumers together.

The idea was to create a platform that brings families and loved ones together and enable individuals fully reap the spiritual benefits that come with the season.

Mobile was at the centre of our deployment. Consumers could opt-in to receive morning Call-to-prayers simply by giving a miss call to a dedicated mobile number or by sending a request to a short-code number or by opting in via a dedicated microsite for Unilever Ramadan. And thus, the opted-in consumers received Call-to-prayers everyday at 5.30am.

The Unilever Ramadan microsite brought together all the savory brands on one platform. Consumer centric content from tips for families to Ramadan recipes were used to engage with site visitors, this included a contest themed ‘Ramadan Moments That Matters’

On the microsite, consumers also shared with Unilever what social vice they were giving up for Ramadan. We supported these consumers by sending them personalized motivational messages through the fasting period.

Social media was an important tool as all Unilever savory brands social pages were pulled together to share the Ramadan message and cross-sell the food brands.

Result

  • Over 27,000 Opt-ins by Muslims from Northern Nigeria in the first 3 weeks of the campaign for content. No Opt-outs
  • Hundreds of thousands of Muslims from Northern Nigeria engaged during the Holy Month of Ramadan over Mobile, Websites and Social assets with mobile being the key channel.
  • Millions of sms sent out delivering ‘Call to Prayers’ and ‘Motivational SMS’ Tips, articles, Recipes, Inspirational content to profiled users.
  • Lifebouy, Closeup, Knorr, Blue Band and Royco engaged with millions of social media users from Nigeria with Opera Mini being the most used browser for engagement with well over 62 secs average dwell time.
  • Unilever Ramandan Combo Pack containing Lifebuoy, Closeup, Knorr, Blue Band and Royco sold during this period of fasting.
  • Over 91,300,000 impressions served over the 4 weeks period of Ramadan.

What The Client Said

Wild fusion has been a key digital agency partner to Unilever Nigeria and has enabled us bring to life our marketing objectives for consumer engagements, promotion and awareness on digital channels. The Unilever Ramadan campaign enabled us engage with our consumers in the Holy month and offered good insights for future marketing possibilities.
Well done Wild Fusion and keep up your commitment to excellence.

–Adenugba, Diran -Communications Channels Manager, Unilever Nigeria