Air freshener goes digital in Kenya. Pitch.

1. AIR WICK
Digital Execution

2. Digital Foot Print in
Kenya

3. As of February 2011
7.5 MILLION
Internet Users 35,000 + Twitter Users
1,000,000 + Face books Users

4. Internet usage profiles
Qtr4 2010
100%
45+ 8%
13% LSM12+ 25%
35-44 Female 38%
80%
Urban 54%
25-34 32%
60%
LSM8-11 61%
40%
Male 62%
18-24 45%
Rural 46%
20%
LSM5-7 10%
15-17 3%
LSM3-4 2%
0% LSM1-2 2%
Age Group Gender Setting Lsm
Base: 2.3m (Past 4 weeks Internet Users)

5. What are all these Kenyans doing on the
Internet?
Notice how Entertainment and Social
Networking top the list of Primary things
Kenyan’s are getting up to on the Internet

6. Audience
Female- Urban/Rural- LSM 5-12
She is exposed, feels she has an eye for interior design and really
values what people think about her home.
She would like the atmosphere in her home to be associated
with positive/ good things, consistency is key in her home!
She listens to recommendations by her friends when it comes to
home care and will always share good homecare finds with her
friends. Huge potential for WOM.

7. Objective
Position Airwick as a lifestyle product.
Bring the brand alive by showcasing
its actual effect in peoples homes
when the right product is used in
the right place.
Rational
Our target audience involved in her
home. She would love to bring out
the best in her home with the
resources that she has.
With Air wick we are telling her that she
can bring her home to life if she uses
the right products in the right place
consistently.

8. Air Wick goes Digital...

9. Engaging
Micro site
Online
Advertising
Social
Media
Presence
Elements Of Air Wicks Digital Strategy

10. Engaging Micro site (Owned Media)
Function Benefit to Brand:
1. Informative- Functional benefit of brand and best uses of the different
products.
2. .
Entertaining (Scentivize rooms)
3. Engagement Platform
4. Chama registration with Airwick…..(Chama Features) Find the overall
Chama that should win with Airwick) Criteria for winning, activeness on
social media. (User generated Content)

11. Online Engagement Ideas
“Scentivize” your home. Find the right scent to create certain moods/atmospheres
in your home.
The mood test with Air wick. Recommend product for certain mood/occasion.
Offline-Online-Offline:
Weekly feature on product stressing functional benefit
Of product.
What product is best suited for the weekly featured
room and why? Win with Airwick.

12. Social Media presence (Owned Media)
Channel:
FACEBOOK FAN PAGE: Airwick kenya
Most Popular Social Media site in Kenya and the
most customizable.
Air wick Kenya will be a platform to engage one on
one with Target audience.
We can run Face book Promotion:
1. Upload picture of room and tell us what product
you use to “Scentivize” your room. Radio can be
used to push people online.
2. Weekly tips on how to keep your home smelling
fresh.
3. Consumers best practices to keep their homes
smelling fresh. Reward engagement.
4. Create an engagement calendar for Air wick.

13. Online Advertising
Push people to online Digital Assets
Recommended Sites
• Facebook
• Homes

14. The Key thing with Digital is brands need to satisfy a need beyond basic product
usage…
Find the need, cater to it and you will earn consumer brand advocacy & loyalty.
-Me