In the midst of the chaos and fear of the future, Kenyans discovered new ways of doing things. This led to many Kenyans working from home, necessitating the need for home offices and furniture that fit their needs. Dignity Furniture decided to have a big sale on all furniture and accessories for both the office and the home in order to walk with Kenyans.

The pandemic in Kenya in 2020 left Kenyans living for the present rather than the future; life came to a halt, and no one knew what would happen next. By the end of 2021, there was a ray of hope, with most businesses opting for a hybrid working model, with some even going so far as to set up offices for their employees. Working from home resulted in a slew of do-it-yourself projects and people honing their interior design skills which led to an upscale of sales from furniture clients.

Dignity Furniture’s objective was to clear the current stock they had so as to make way for the new stock that was going to come in Q4 thus they needed TAG Brand Studio to convert sales via digital media buying and increase footfall to their different branches in Nairobi.

The Challenge:

Many Kenyans lost their jobs, and children were forced to return to school on a rushed schedule, which meant that school fees had to be planned ahead of time.

The campaign ran from October to December, which coincided with Black Friday and other major sales events. At the same time, there was a lot of competition.

Dignity’s website needed to be revamped for TAG to be able to deliver part of the campaign which was dubbed #DignityDeals

How we did it:

Offer up to a 25% discount on all items and bundled products, such as a set of recliner seats with a coffee table.

Offer 0% interest payment plans for up to three months.

Redesign of the website to include an e-commerce platform that will allow Kenyans to shop online and have their purchases delivered for a small fee.

Tease campaign two weeks before payday to entice people to buy, and keep the campaign going by introducing new products and engaging the audience with influencers like Jaymo Ule Msee and Jalango.

Drove the conversation on social, increasing reach, while Google search engaged the in-market audience, encouraging them to consider and buy.

By using AB testing, different communication targeting different genders, and different levels of engagement on the website (the buyer and the window shopper), digital media engaged users and maintained relevance in the communication.

The results:

28% Increase in Sales

The showrooms receive an average of 160 walk-ins per week.

Reach of 3.6M

The site’s traffic increased by 42%.