Godrej · AER Power Pocket · Zambia
745,000 IMPRESSIONS.
A national launch for a global FMCG brand entering the Zambian market. Four months, 61 creators, 189 pieces of content — 148% of what we committed to.
The numbers745,504
Impressions
352,225
People reached
686,146
Video views
25,371
Interactions
The brief
Launch a brand nobody had heard of.
Godrej Southern Africa was bringing AER Power Pocket into Zambia — a compact, non-electric air freshener that lasts up to 30 days. Strong product, zero local awareness, and an air-care category where nobody’s loyalty was locked in.
The insight we built on was not the product. It was that Zambians are house-proud. An unpleasant smell when a visitor arrives unannounced is not an inconvenience — it is an embarrassment. That is a far stronger reason to buy than “lasts 30 days”.
So the job became: get it into hands, then get real people telling that story in their own homes.
0204
Freshness people wanted to be seen with.
How we ran it
Get it into hands. Then get people talking.
PHASE 01 / UBIQUITY & TRIAL
Sampling where people actually shop
Nine weeks of sampling through high-footfall general trade markets and door-to-door: Kamwala, Chilenje, Matero, Kalingalinga and Garden Compound in Lusaka, then Ndola Central, Chisokone in Kitwe, and Maramba in Livingstone. Branded booths, roadshow activations and point-of-sale visibility, with promoters trained to demonstrate the 30-day claim rather than just hand over a sachet.
PHASE 02 / STORYTELLING & ADVOCACY
61 creators, in their own homes
Two macro, ten micro and 49 nano and community voices, briefed on everyday freshness rather than ad copy — home, car, market prep, festive hosting. Every sampling booth doubled as a content moment, with QR codes on flyers running straight into the weekly challenge. Offline and online were one campaign, not two.
Delivered against plan
We committed to 128 posts. We delivered 189.
Content volume
189 posts delivered against 128 planned — 148% of target, driven by nano-creator participation running well ahead of expectation.
Creator roster
61 of 62 planned creators activated. Both macro and all ten micro influencers delivered in full.
Weekly challenges
Five run against four planned, adding 21,035 reach and 26,064 views on their own.
Where reach came from
223,254 from owned channels, 85,831 from macro and micro creators, 22,105 from nano voices.
Conversation
20,502 reactions and 1,335 comments — the comment volume mattered more, because it showed people asking where to buy.
What we would repeat
The nano tier. Small, local, trusted voices out-performed their follower counts and cost a fraction of macro placement.
Your next move starts here
ILLUMINATE
YOUR BRAND.
Launching something in Zambia? Bring us the product and the deadline.