Sponsorship of Local Designer Katungulu Mwendwa

Nivea, a key participant in the global beauty industry, realised the need to support fashion designers in Kenya, many of whom target the same audience as the brand.

They therefore approached and offered support to upcoming designer Katungulu Mwendwa by financing a dedicated fashion show where she would unveil her latest collection. The company maximised on the sponsorship to promote the Nivea Black & White deodorant, which resonated with Katungulu’s latest work: a black and white collection christened Dinka Translation.

The Gina Din Group was charged with the responsibility of conceptualising a lively and informative campaign and tasked to develop a communication strategy. We were also contracted to communicate the message on the sponsorship of Katungulu’s collection and relate it to the Nivea Black & White deodorant to the relevant audiences.

The event garnered extensive coverage in the Nation Newspaper, Friday and Sunday; the Sunday Standard Newspaper; The Nairobian; The People, Friday and Saturday; True Love Magazine; Couture Magazine; Capital Fm; Mashariki Mix, on DSTV; and Star Gist, also on DSTV, as well as on online platforms. For every Kshs. 1 NIVEA spent, GDG provided Kshs. 31.70 worth of coverage. In addition to this, through the campaign and support of other publicity efforts, the client received increased sales of 20 per cent after the event, which took place at the end of August 2013.
Client
Nivea East Africa
Role
Official Communication / Media Agency
Year
2013