Nivea Jelly Van Storms

Why van storms? Market storms deviate from the conventional distribution channels to a assume a quicker and more personal route to the retailers’ market. As such, a manufacturer is able to achieve intensive market coverage and increase sales within a short time. The activation In July and September 2013, BDF rolled out a massive market

Why van storms?

Market storms deviate from the conventional distribution channels to a assume a quicker and more personal route to the retailers’ market. As such, a manufacturer is able to achieve intensive market coverage and increase sales within a short time.

The activation

In July and September 2013, BDF rolled out a massive market storm activation for their New Look Nivea Jelly Range. The activation sought to achieve intensive availability and visibility of the product in small scale retail outlets in 3 selected regions in the country. The targeted retail outlets included: kiosks, minimarts, general shops and pharmacies.

 The three regions targeted were Nairobi, the South Rift and the Central region. As BDF’s strategic partner, Interactive Communications was contracted to execute the promotion whereby we deployed a team of 5 BAs headed by a team leader.

 The well-orchestrated market storm activation featured Brand Ambassadors who made door to door sales, branded the shops with posters and gave incentives to the shop owners upon purchase of the Nivea Jelly Range products for resale.

A branded van with a PA system, a DJ and an MC complemented the work of the BAs. The DJ played music to create hype around the activation while the MC served to sell the benefits and features of the Nivea Jelly Range, thus calling the end user to action. The market storm activation moved from Nairobi- Central – the South Rift in a well formulated and coordinated route plan.

Van Storm Success Story

The van storm was a great success since we managed to meet BDF’s Key Performance Indicators (KPIs) whereby the actual sales surpassed the set targets by 15% in all the regions. Consequently, our team managed to create intensive awareness, visibility and availability of the Nivea Jelly Range in the activated regions.

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