The Back to school (BTS) in Uganda is known to be the busy time that ushers the new year’s /new school term shopping activity with schoolgoers (students /pupils), their parents, and guardians preoccupied with ensuring they get the right scholastic materials, at affordable rates at their most convenient shopping points, all at ago, with consideration of quality and affordability.
- Driving affinity for scholastic-based products with existing clients through exciting yet irresistible offers.
- The Back To School Platform is also used to recruit new customers for our client, sampling and driving trial purchases.
- Existing account support, to drive out slow shelf offtake products redirecting them to their rightful consumers.
The 2024 inception saw two exciting campaigns;
- Unilever’s School Essentials Hamper: A Squeaky-Clean Value Proposition with a “miss it if you must” scholastic-based product hamper options.
Unilever Uganda as the market FMCG brand pioneer understands its customers and the importance of being well-equipped for the new school year. The “School Essentials Hamper” campaign by Unilever Uganda, offered a compelling value proposition to parents and students. This hamper, priced at just 55,000 UGX, bundles essential scholastic products like; Omo, Pepsodent toothpaste, Geisha toilet Soap, Vaseline Petroleum Jelly, and Omo Bleach, making it a convenient and cost-effective purchase. The bonus of a free school bag further sweetens the deal, enhancing brand recall and practicality. By strategically placing these hampers in modern trade stores nationwide, ensuring maximum visibility and accessibility for its target audience.
- Refresh juice variants pack offers: Fueling School Days with Fresh juice and Flavor.
Coca-Cola Beverages Uganda (CCBU), and discounted Refresh juice packs were pushed, each with assorted variants. This was intended to drive its uptake as the school goers companion juice, as these brags of more than a term shelf life and also leverage the activation platform to;
- Reward loyal Coca-Cola customers and Back-to-school shopper traffic.
- Sample consumers (Paid sampling), recruit and convert Refresh
- Drive volume sales for Refresh juice variants; Mango, orange, and apple, and drive affinity for Minute Maid
- Targeted distribution to generate buzz and drive sales countrywide.
WIF For the client, brand, and OCCDs; Amplifying Brand Engagement and Sales
These Below The Line marketing strategic partnerships with Unilever Uganda (UUL) and Coca-Cola Beverages Uganda (CCBU) established brand equity, while the irresistible offers and targeted distribution channels ensure maximum reach and engagement. These campaigns are not just about sales; they are about creating memorable brand experiences that foster long-term brand loyalty.
Golden Marketing Uganda has demonstrated, that these campaigns can be particularly effective during seasonal events like the back-to-school period.
