Alexia Media Solutions Case Study

Dangote Salt: Boosting Everyday Visibility Through Strategic Awareness

Client: NASCON Allied Industries (Dangote Salt) | Duration: 8 Weeks

Campaign Overview

Alexia Media Solutions executed an 8-week, high-reach awareness campaign for Dangote Salt, focused on maintaining top-of-mind presence in a highly competitive market where both branded and unbranded salt options are widely available. The campaign aimed to strengthen both spontaneous and aided brand recall—particularly during key moments of use, such as cooking, celebrations, and seasonal events.

Operating under the Catch stage of the marketing funnel, the initiative was designed to saturate digital touchpoints with memorable, culturally resonant content that reinforced Dangote Salt’s positioning as a trusted household staple.

Results & Impact

The 8-week campaign outperformed expectations across key performance metrics:

unique reach across key platforms
+ Million
engagements — 540% above projections
+ 0 K
video views — 197% over planned performance
+ 0 K

Conclusion

By leveraging audience insights, creative media execution, and high-frequency exposure during critical usage periods, Alexia Media Solutions delivered strong performance for Dangote Salt. The campaign successfully reinforced the product’s relevance in everyday cooking moments and demonstrated the importance of continuous brand presence in the fast-moving consumer goods (FMCG) category.

Target Audience

Everyday consumers and home decision-makers, particularly women aged 25–54 across Nigeria, with a focus on family-oriented individuals who value quality, affordability, and brand trust in daily food preparation.

Objectives

  • Drive consistent brand visibility across digital channels
  • Ensure brand recall at point of use, especially during peak cooking periods and festivities
  • Elevate Dangote Salt’s status in the branded salt category, amid increasing competition

Deployment