Page 10 - Strategic Marketing Complete

GLOBAL WRAP

ZIMBABWE

INSIDER

Throw out the textbook

the country’s demographics and key people about albinism and what it is
insights grounds a strong marketing like to live with a genetic condition.
strategy. At Dicomm McCann, we As a result of the campaign, other
believe in understanding the bottom brands joined the initiative,
of the pyramid (BOP) market first, including local companies that
because this makes up the greatest manufacture sunscreen lotions,
number of consumers – although resulting in the price of the lotions
the BOP also poses a risk due to falling substantially.
their low disposable income. By
understanding this demographic, Another successful campaign
their plights and how they engage centred on Unilever’s Shield Chelsea
with a brand, we can draw insights partnership, identifying the next
that influence our strategy, one that football talent to go and play in
is not prescribed but birthed from the UK. This saw us partnering with
the experiential market research local teams and global agents: the
conducted. sheer tenacity it takes to organise
a countrywide scouting camp has
ach country is unique, and if When I think of some of our most been both tremendous and taxing.
a brand is looking to enter successful recent campaigns, It’s a campaign laden with hope that
Zimbabwe, it’s important that Zimplats’ “Friends with Albinism” culminates in changing someone’s
they quickly understand that their campaign comes to mind, as this life. Everywhere we’ve gone, people
customers take a lot of pride in their caught both the government’s exposed to the campaign via radio,
identity and culture, writes Charles attention and that of the print and digital are showing strong
Mutemera. international community. brand affinity towards Shield.

it’s a campaign laden with hope that culminates

in changing someone’s life.

The advent of technology has given People living with albinism are one Shield’s tag line is “It won’t let you
us eyes and ears we did not have, of the most vulnerable groups in down”, and with this partnership it
and has connected us in many Zimbabwe. In line with Zimplats’ has indeed stood for what it believes
ways that reinforce our identity. values (We Respect, We Care, in.
Zimbabweans are empowered We Deliver), we developed a
and educated to a fault, so it is 360-degree campaign to demystify harles Mutemera is
disappointing to see brands coming the myths around albinism and Managing Director of
in with a generic approach, simply thereby change the narrative Dicomm McCann and
maintaining their global strategy around the subject in a sustainable TotalMedia UM. He holds
rather than tailoring this with a way. Dubbed “Beyond this skin”, an MBA from the University
localised message. Knowing your the campaign was inspired by the of Zimbabwe, an IMM BBA
stakeholder is critical to unlocking common prayer that goes, “God Marketing Degree, an IMM
the revenue that will drive a grant me the serenity to accept the Diploma, Associate Banker
business forward. things that I cannot change; courage (AIOBZ) and Diploma
to change the things I can, and the
Zimbabwe is a very volatile market wisdom to know the difference.” It in Strategic Business
Management from Sweden
where textbook strategies don’t encouraged people to “see beyond (SIDA).
usually work. Instead, understanding this skin” and sought to inform

p8 - Strategic Marketing