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Lagos
AJI-NO-MOTO® sought to revitalize consumer engagement in Northern Nigeria, where performance had declined across key markets.
The challenge was not just visibility, but relevance, reactivating everyday usage and rebuilding trust within core consumer communities.
Objective
To drive product re-engagement, increase usage frequency, and strengthen brand loyalty through a simple, high-participation consumer mechanic.
We designed the Sachet Swap Rewards Promo — a behavior-driven, grassroots activation built around a clear, compelling exchange system that rewarded usage and encouraged repeat interaction.
1. Behavior-Based Incentive Model: Consumers exchanged empty AJI-NO-MOTO® sachets in multiples of five, reinforcing product usage while creating a direct path to participation.
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3. Market-Level Penetration: Activation deployed across 17 underperforming markets in five key northern cities, ensuring deep, localized reach.
4. Accessible Execution: 5 redemption centers per city, operated weekly on multiple days by trained promoters, made participation easy and consistent.
We achieved:
1. 11,000+ consumers participated across all activation locations.
2. Strong turnout across 5 cities, exceeding initial engagement expectations.
3. High repeat participation driven by the sachet-based entry mechanic.
4. Reactivation of previously declining markets, restoring product visibility at the grassroots level.
The activation successfully converted everyday consumers into active participants, using a simple but powerful mechanic to drive both usage and engagement.By meeting consumers at the point of habit and rewarding behavior directly, AJI-NO-MOTO® strengthened its presence in priority markets and rebuilt meaningful connections with its core audience.
