Case Study: Promotional Staff for Kara Bag Outdoor Activation
Unisnacks has long been a trusted client for various brand activation campaigns across the food industry. Our relationship with Unisnacks has led to numerous successful projects, each tailored to specific brand objectives including product sampling and demonstrations at stores across the country. The most significant collaboration to date was the Kara Bag Outdoor Activation, which was designed to build awareness of Kara, a new addition to Unisnacks’ food portfolio. This marketing campaign targeted both end consumers and retail stores, introducing them to the exciting new coconut-based product range.
The goal of the Kara Bag Outdoor Activation was to establish Kara’s presence in the competitive coconut-based product market by increasing its visibility among both the public and retailers. The campaign aimed to build brand awareness for Kara, a new player in the food industry, ensuring widespread recognition of its identity, particularly among consumers and retail outlets like supermarkets and cash-and-carry stores. It also sought to introduce Kara’s coconut water in a unique and engaging way, allowing potential consumers to sample the product firsthand. Given the presence of established competitors in the market, the activation aimed to differentiate Kara, making a lasting impression on both consumers and retailers. Finally, the campaign prioritised direct consumer interaction, positioning Kara as a brand that engages its audience and offers memorable experiences that would foster loyalty and encourage repeat purchases.
The campaign strategy for the Kara Bag Outdoor Activation was focused on differentiating Kara, a newcomer in the coconut water category, from more established competitors. The strategy centred around a guerilla marketing approach, leveraging unexpected, attention-grabbing activities to create a memorable experience for the public. At the heart of the activation was the oversized Kara Bag, which was larger than anything most people had ever seen and became an instant focal point wherever it went. This bag, designed to carry free samples of Kara coconut water, was used by staff to engage passersby across key landmarks in both London and Birmingham.
Our Promotional Staff played a key role
As the success of this activation relied heavily on enthusiasm and energy, as an agency we worked diligently to ensure that the right promotional staff was selected for the role. The core team needed to be full of enthusiasm, able to captivate the public, and comfortable walking long distances in high-footfall areas. The staff played a crucial role in making sure the oversized bag and the product samples would spark curiosity and leave a lasting impression on everyone they encountered, making the brand both memorable and approachable.
A Visual Attraction: The oversized Kara Bag served as the core element of this outdoor activation. The bag was designed to be striking and impossible to ignore, making it an immediate focal point on the streets of London and Birmingham. The bag was big enough to carry multiple cases of coconut water, which were distributed for free to members of the public. Its distinctive design, featuring the brand’s logo and messaging, helped amplify the brand’s visibility.
Sampling Strategy: Our team of promotional staff, equipped with the enormous Kara Bag, roamed high-footfall areas of London and Birmingham, distributing free samples of the coconut water to unsuspecting passersby. This method allowed the brand to engage directly with the public, creating a hands-on experience that left a lasting impression. People could sample the refreshing coconut water and learn about the brand firsthand.
Target Locations: The activation took place in popular and strategic locations across the two popular cities. Busy shopping districts, parks, and transportation hubs were chosen for their high levels of foot traffic, ensuring maximum exposure for the Kara brand. Specific areas of focus included popular shopping malls, outdoor events, and crowded streets where commuters and shoppers were most likely to engage with the activation.
Staff and Engagement: Our team of promotional staff were trained not just to hand out samples, but also to educate the public about the brand’s mission and values. Each ambassador had a deep understanding of Kara’s positioning, the product’s benefits, and the story behind the brand. They were also equipped with promotional material, ensuring that those who didn’t receive a sample could still take-home information about Kara.
Social Media Usage: Throughout the campaign, social media played an important role in amplifying the reach of the activation. Both the Unisnacks and Kara social media channels were used to engage with the public, encouraging people to share their experiences with the hashtag #KaraOnTheGo. This helped to create a sense of community among participants and expanded the activation’s reach beyond the streets of London and Birmingham.
Results: The Kara Bag Outdoor Activation was a resounding success.
The Kara Bag Outdoor Activation was a resounding success and stands as a prime example of how guerilla marketing, when executed well, can effectively build brand awareness and drive consumer engagement. By creating a visually striking experience that was both fun and memorable, Unisnacks and Kara achieved their objective of introducing the new coconut water brand to the market in a way that resonated with consumers and retailers alike. The success of this campaign paves the way for future brand activations that continue to push the boundaries of traditional marketing.