Malta Guinness bags Digital Marketing Campaign of the Year
By Felicia Nwosu
Malta Guinness Nigeria, Africa’s No.1 Premium Malt drink, has once again written its name in gold when it bagged the Digital Marketing campaign Category of the Year, sitting on the third position winner, during the Advertisers’ Association of Nigeria (ADVAN) Awards for Marketing Excellence. The awards ceremony was recently held at the Shell Hall, Onikan, Lagos.
Commenting on the criteria for entry, Professor Abigail Ogwezzy-Ndisika, Chairman of the ADVAN Awards Panel of Judges, stated that many brilliant entries were submitted, noting that the organizations that had such submissions should be very proud of their hard work.
“I assure you that the brands, which emerged as winners for this edition, are winners because they documented evidence that highlighted the clear objectives of their marketing communication activities, the processes, strategies and tools deployed in achieving the set objectives, the results of impact evaluation and presented them to ADVAN,” she said.
Sharing the good news with MARKETING EDGE in an interview, Ife Odedare, Brand Manager, Malta Guiness, said: “I feel good and we are happy to be recognised on the good work that we are doing. We did a digital marketing campaign which revolved round the 30th anniversary of the brand. It was focused on Malta Guinness, serving Nigerians with goodness, to commemorate the brand’s presence in Nigeria for 30 years. It was filled with activities both offline and online and it featured the journey of 30 years through the eyes of a young man.
“We also had a Ramadan campaign to celebrate with the Muslim consumers. From there, we went back to using influencers to celebrate three decades of fashion; on how fashion has evolved over three decades.”
The elated brand manager also explained the processes involved as well, which he proudly revealed that the brand was able to meet up with. “In terms of entry requirements, we were meant to show the aspect that we deployed online, how we made use of them and, most importantly, we also looked at the impact of the campaign on the brand.
“For us, the campaign had an impact on our brand. We also had an ecommerce campaign where we encouraged people to purchase about 10 cases of Malta Guinness in order to win our anniversary packs, and this really sold out. That was how we had 150,000 cans sold online and we had our brand metrics scores boosted during that period when we were having this campaign as well.
“We could also see a shift in our share during that period of the campaign. For Malta Guinness, our campaign has been very impactful, because you can clearly see that in the African brand leadership award, Malta Guinness also clinched the third position. From the equity point of view, we are the most equitable malt right now; it shows that what we are doing is really having effect in the minds of consumers,” he said.
Mr. Odedare hinted that the outstanding campaign was achieved through a multidisciplinary approach that involved the collaboration of multiple agencies in the digital, creative and other sectoral groups.
Coming from the stable of Guinness Nigeria Plc, the home of quality brands, this commendable award has further repositioned Malta Guinness while it continues to maintain its premium status in many more years to come.
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