Yanga Beauty is a Nigerian beauty brand known for its commitment to empowering beauty enthusiasts with products that cater to a wide range of skin tones while simplifying beauty routines and promoting confidence.

Challenge

Despite being a decade old, Yanga Beauty has restricted its marketing efforts primarily to digital platforms and physical walk-ins. This limits their ability to reach a broader audience beyond their current customer base.

1. Lack of Diversified Channels
   The absence of event-focused public and media relations as well as outdoor advertising means the brand misses opportunities for physical visibility and connection with potential customers in high-traffic areas.
2. Underutilization of Brand Equity
   A strong brand presence built over 10 years could leverage more than digital success by expanding its visibility through targeted offline channels.
3. Missed Opportunities for Engagement
   Events and outdoor advertising offer opportunities for real-time interactions and emotional connections, which are difficult to replicate solely online.

Strategy

OP Africa created an integrated marketing communications plan, enabling the brand to maintain its digital dominance while scaling its physical presence to attract and engage new customers.

1. Public Relations (PR) Strategy
   OP Africa developed a PR strategy tailored to enhance Yanga Beauty’s reputation and visibility.

• Example: Tying into the brand’s existing digital success, the PR strategy emphasized storytelling that aligned with Yanga Beauty’s decade-long journey, showcasing customer testimonials, beauty innovation, and sustainability (if applicable). This strategy amplified online narratives to broader media outlets, creating a buzz in the lifestyle and beauty sectors.

2. Outdoor Advertising Campaigns
   OP Africa identified key locations and channels to maximize physical visibility for Yanga Beauty.

• Billboards: Strategically placed in areas with heavy vehicular and pedestrian traffic to increase brand recall.
• BRT Buses: Leveraged the high visibility and mobility of these buses to extend Yanga Beauty’s reach to commuters across Lagos and other urban hubs.

3. Integration with Digital Footprint
   The outdoor campaigns were designed to complement Yanga Beauty’s existing e-commerce success. QR codes or hashtags on billboards and buses connected offline campaigns back to the digital platform, ensuring a seamless customer journey.
4. Event-Based Public and Media Relations
   Events, such as pop-ups or product launches, were incorporated to drive both media attention and direct customer engagement. Coverage by beauty bloggers, influencers, and local media provided third-party validation, driving credibility and interest.