Hanaan Top of Mind Awareness Campaign

Overview

“Hanaan sought to consistently engage their target audience and maintain brand visibility, ensuring their tissue products would be the first thought when tissue-related topics arise. Running from September to November 2023, the campaign focused on the Kenyan market, specifically targeting working professionals aged 25 and above. By strategically combining push notifications and display ads, the campaign aimed to maximize brand visibility and drive customer engagement through multiple touchpoints. ”

Targeting Precision

Display ads showcased Hanaan's key product features like "Extra Comfort" and "Clean Flow," highlighting the premium quality that sets them apart from competitors. The visually appealing creatives used consistent branding elements and a sophisticated teal color palette to appeal to the working professional demographic.

The campaign particularly resonated with the working professional demographic, who appreciated the emphasis on quality and comfort. By positioning Hanaan as a premium yet accessible tissue option, the campaign successfully elevated the brand's perception among the target audience.

Ad Formats Used

Display Ads
Push Notifications
Mobile-Optimized Banners
Social Media Placements

Campaign Results

6 million+ impressions across all digital channels
37K+ link clicks demonstrating strong user interest
0.55% click-through rate, exceeding industry average for FMCG
22% increase in brand recall based on post-campaign surveys
15% growth in market share during the campaign period

Client Feedback

The digital campaign delivered exceptional results in terms of both reach and engagement. Suss Digital's strategic approach helped us effectively communicate our product benefits and establish Hanaan as a top-of-mind tissue brand among our target demographic.

Marketing Lead:Hanaan Kenya.

Results

The campaign strategically combined push notifications and display ads to maximize brand visibility and drive customer engagement. By integrating these two channels, we created a successful approach that combined the wide reach of display ads alongside the personalized touch of push notifications.

Push notifications were strategically timed to reach consumers during their daily routines, with messages crafted to emphasize comfort and quality. This approach fostered deeper customer interaction while expanding brand awareness, ultimately leading to higher engagement rates.