Western celebrities. The assumption was that flashy ads and well-known figures would attract Kenyan consumers. However, this approach ignored the local culture’ s preference for home-cooked meals and communal dining experiences.
If research and imagination from the Kenyan eye, as opposed to common sense had been applied effectively, the company might have recognized that, in many Kenyan communities, sharing meals with family and friends is a deeply ingrained cultural value. The original campaign failed because it did not consider how food is perceived not just as sustenance, but as a vehicle for connection and togetherness. When the brand later shifted its approach to highlight local influencers and promote community-oriented events, it saw significant improvements in its market presence. This pivot demonstrated that a lack of cultural understanding can undermine even the most well-funded campaigns.
The Importance of Cultural Relevance
Another illustrative case involves a smartphone launch by a global tech giant. The company emphasized features such as camera quality and speed, assuming these elements would appeal to techsavvy Kenyan youth. This assumption stemmed from a commonsense belief that younger generations everywhere are drawn primarily to technology.
However, the strategy neglected to address the cultural significance of social status and community perception in Kenya. For many Kenyan consumers, owning a smartphone is not just about having the latest technology; it’ s also about how that device enhances their social
standing and relationships. By failing to communicate how their smartphone could facilitate social connections and enhance community engagement, the brand missed an opportunity to resonate with its target market.
In stark contrast, a local smartphone brand that tailored its marketing to emphasize how its device fosters communication among families and friends saw tremendous success. This brand effectively utilized community stories and testimonials, demonstrating a nuanced understanding of the values that drive consumer choices in Kenya. Such an approach highlights how relying solely on common sense can lead marketers to overlook deeper cultural insights.
The Power of Imagination
True marketing breakthroughs emerge from imagination rather than common sense. In Kenya, where creativity is abundant, harnessing this imagination can lead to remarkable successes.
Take the case of Safaricom ' s M-Pesa, which revolutionized mobile money in Kenya. Rather than merely promoting the convenience of cashless transactions, the marketing team focused on the everyday struggles of Kenyans- such as the difficulties of accessing banking services in rural areas. By reimagining how money could be transferred and accessed, M-Pesa transformed not only the financial landscape in Kenya but also the global approach to mobile banking solutions.
Moreover, the " Kenya Shilling " campaign by M-Pesa illustrated the power of imagination in marketing. The campaign celebrated local achievements and creativity, encouraging Kenyans to engage with the brand in a meaningful way. Instead of just promoting a service, M-Pesa positioned itself as a facilitator of community growth and economic empowerment. This imaginative approach resonated with consumers and fostered a deep emotional connection, showing how effective marketing can transcend mere product promotion.
Another successful example is Coca- Cola’ s“# NikoNaReason” campaign, which encouraged Kenyans to share their personal reasons for enjoying Coca-Cola. This campaign tapped into local culture and the importance of storytelling, creating an emotional resonance that common sense marketing could not achieve. By facilitating community participation and encouraging creativity, Coca-Cola not only promoted its product but also reinforced its position as a brand that understands and values local culture.
Conclusion
In the Kenyan marketing landscape, relying solely on common sense can be limiting. While it may provide a foundation for avoiding pitfalls, true breakthroughs come from leaps of imagination and a nuanced understanding of local culture. By embracing creativity and tapping into the unique values and experiences of Kenyan consumers, marketers can develop campaigns that resonate deeply and foster genuine connections.
As we look ahead, let us challenge the notion that common sense is sufficient. Instead, let’ s cultivate the innovative spirit that defines Kenya, allowing it to guide our marketing efforts toward meaningful engagement and lasting impact. In doing so, we can ensure that our campaigns not only reach their audience but also inspire and enrich the communities they serve. The contrast between the vibrant beadwork and expensive looking jewelry serves as a reminder: it is imagination that helps us have effective marketing.
Grace Gikonyo is the Head of PR & Marketing at Twiva and recently won the“ Top Digitally Fit PR Practitioner of the Year, 2023” and has been awarded the“ Top PR Voice '' LinkedIn Badge. For collaborations or insights, reach out to her via mail at: Grace. Gikonyo @ twiva. com.