Marketing takeaways from the #KalyppoChallenge

Have you heard of the #KalyppoChallenge? I have and its spreading like wildfire all over Facebook and Twitter. In the last few days, pictures of a well-known politician here in Ghana, enjoying a box of Kalyppo has been circulating on social media. It caught my attention and upon inquiry, I was informed that initially political opponents sought to use this image as a troll but those sympathetic to the cause of the National Patriotic Party (NPP) and admirers of Nana Addo, flagbearer of the NPP saw an opportunity in there and birthed the #KalyppoChallenge.

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Nana Addo Dankwa Akuffo Addo, Flagbearer of the NPP

This challenge saw those sympathetic to the NPP or Nana Addo share on social media, selfies (also called Kalfies) of themselves sipping on this “carbonated drink” as A-Plus calls it. Images came along with captions in support for Nana Addo or the NPP and hashtags like #DrinkItLikeNana #EnjoyItLikeNana

These apparatchiks or admirers in their posts on social media also encouraged individuals to patronise made in Ghana goods; a message which relates to and resonates with Nana Addo’s ‘I believe in Ghana’ slogan from 2012.

Soon enough, the challenge gathered momentum and its buzz was all about social media and some notable personalities were challenging others to pick up the Kalyppo challenge.

Below are some images culled from Facebook.

Even political opponents were challenged to pick up the #KalyppoChallenge. Below is a picture of popular Lawyer and a member of the National Democratic Congress (NDC),  Edudzi Kudzo Tameklo, who was challenged by Kow Essuman of the NPP.

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Edudzi Kudzo Tameklo, Lawyer and Member of the NDC

From my one corner, I have gleaned a few lessons from this campaign and four (4) poignant takeaways are;

  1. You cannot discount the impact one brand (PERSONALITY) can have on another brand (ENTITY).
  1. Intentional and Unintentional Influencer endorsement can do a lot more for a company’s bottom line. An example is a book which sold out because Elon Musk mentioned that he was reading it.
  1. There is always an OPPORTUNITY in what might seem like a disadvantaged situation or crisis. Every cloud they say has a silver lining.
  1. If the campaign is locally relevant, is for a local good and/or offers local benefits, it will get the much needed (local) support.

As it stands now, what isn’t clear is who actually started the campaign and the timelines for it but Nana Addo’s random act and the conscious actions of his sympathisers seems to have won it for Aquafresh (manufacturers of Kalyppo). I can bet my last pesewa that they will see some change in their bottom-line.

On the other hand, can this action (campaign)  influence the political fortunes of Nana Addo this time around? Will it garner the much-needed numbers and support for him? That’s a question for the electorates to answer on December 7. I will be observing from my One Corner

For now, what are your thoughts on the #KalyppoChallenge? Let’s have a conversation in my one corner.

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4 thoughts on “Marketing takeaways from the #KalyppoChallenge

  1. Great thoughts there. For the brand, it means they have been put on top of the competition as almost everyone is getting to know and talk about Kalyppo. It doesn’t only boost their presence but it may positively impact on their sales. What we cannot say for sure is whether or not with will have a similar impact on the fortunes of the NPP.

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