Visitors to selected shopping centres in Johannesburg, including Cresta and Westgate, were recently treated to a week of exciting competitions and giveaways in the Baby Soft® toilet tissue Win-a-Car promotion.
The campaign was executed by brand activation specialists, Zinto Marketing Group, who promoted the in mall activation in Johannesburg, Pretoria, Durban and Cape Town during October and November. The Baby Soft® puppy was on hand to entertain visitors, both young and old, while driving the key promise of Baby Soft® - "looking out for the family".
The aim of the promotion was to enhance brand equity, attract new consumers, reinforce consumer loyalty and create awareness around the Baby Soft® Win A Car Promotion. Zinto combined a number of its business units, including brand character development and brand encounters, to match the needs of the Baby Soft® brand effectively.
To date, the in-mall promotion has demonstrated a direct correlation to increased sales as shoppers were encouraged to participate in the competition after purchasing the Baby Soft orange promotional 9-pack. Through the promotional activity experienced in Johannesburg, Baby Soft® was able to achieve an immediate return on investment.
"Our decision to dedicate our marketing spend to a below-the-line campaign has worked extremely well for us in terms of increasing sales and rewarding our loyal consumers," comments Pumza Mthethwa, senior brand manager of Baby Soft®.