Kathryn Cilliers

Kantar's Mzansi Consumer Barometer 2024 highlights South Africans' resilience amid challenges like loadshedding and rising costs. Optimism, especially among the youth, drives a hustler mindset, with many seeking extra income. Consumers are becoming value-conscious, using loyalty programs and smart shopping to manage economic pressures. This shift towards value-hacking demands that brands create seamless, value-filled experiences. I found this report insightful and reflective of our socio-economic landscape.

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Read the latest article from our Strategy Lead, Cathleen Makhetha, delving into the irresistible allure and untapped potential of the luxury market: https://lnkd.in/dRYcQekF 💡

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Rural is an untapped and growing opportunity

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Consumer Insight -Zimbabwe In Zimbabwe, the trifecta of convenience, affordability and brand reliability is the golden standard for consumers. With economic uncertainty and limited disposable income, Zimbabwean shoppers are more than just looking for a quick fix-they're seeking a trusted partner that can provide value and stability in every purchase decision. As a result, brands that successfully balance these three key factors will not only win over customers but also build lasting loyalty and drive long-term growth in the market. #ConsumerInsight

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Marketers & Influencers: Your Voice Matters! The IAB SA Digital Influencer Marketing Committee is on a mission to find out more influencer marketing in South Africa, specifically attitudes, spend and key trends in this burgeoning and dynamic field. Contribute to the industry’s growth by participating in a quick survey where your voice helps marketers make data-driven decisions. As a thank you, all participants will receive an early complimentary copy of the results.  https://lnkd.in/d5ECMegU #iabsa #influencers #influencermarketing

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With the rise of on-demand content, as people choose what they consume, advertising needs to rethink how it reaches audiences. Talking to us about trends that brands should be aware of, Charles Stuart, PwC South Africa's Entertainment and Media Partner, sheds light on their latest findings. Listen to this episode wherever you get podcasts find the link in the comments. #TheLeadCreativePodcast | #TheLeadCreative | #Marketing | #Advertising

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  At Walnut Unlimited, we often dive deep into brand redesign and packaging development for FMCG clients. As a result, I’m always on the lookout for the latest product updates. During my recent food shop, Napolina’s redesign caught my eye.   🔎 Let's dive into some of the thinking that may have been behind the new look:   🥘 Shifting focus from provenance to pure ingredients: The subtle Italian flag is now absent, reflecting a move toward using a blend of 'European' ingredients. This part of the old design may have held some authority bias, with the Italian flag queuing a sense of higher quality and authenticity. However, the new banner design wrapping around the label gives a more premium feel, maintaining the perception of quality.   🛒 Creating better shelf standout: Simplicity bias drives us to the path of least resistance, and Napolina’s updated text is bolder, clearer, and easier to read. With consumers spending only 3.1 seconds glancing at products, visibility and readability are crucial.   👅 Tantalizing taste buds: The olive image has been enlarged and made more hyper-realistic to appeal directly to the senses. The picture superiority effect means we process images more easily, creating a stronger emotional connection to the product.   Personally, I find the new design modern, sleek, and easier to read. What do you think? 🌟 Princes Limited #FMCG #marketresearch #branding #packaging

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Shape your Brand's future...

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 Checkers Survey Results Are Here! We’re excited to unveil the insights from our latest BrandPulse60 survey on Checkers, one of SA's iconic supermarket chains!  Your feedback has provided us with valuable data on how Checkers is perceived across various key attributes. Watch this quick video to see the highlights and key findings. Your opinions shape the future of brands like Checkers, and we’re grateful for your input. Discover how Checkers stands out in today’s competitive retail landscape! #BrandPulse60 #Checkers #SurveyResults #RetailInsights #BrandPerformance #ConsumerPerception #MarketResearch #DataTechSolutions

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'Viral campaigns move at the speed of culture.' Catch the latest #FutureProofMzansi podcast from Kantar in South Africa. In this episode Stacy Jayne Saggers 🎤 and Senamile Zungu chat about all things digital - specifically what goes into creating viral, award-winning campaigns. They’re joined in studio by Mike Sharman, the founder and Chief Creative Officer of Retroviral, a creative communications agency that has made more brands go viral globally, than any other agency in Africa. Mike shares his journey to starting his agency over 14 years ago and how he knew then just how important digital marketing was going to be. He explains what goes into creating viral campaigns and why it’s important to always move at the speed of culture. In this episode we discuss: - The winning formula for creating viral campaigns - The importance of earned publicity in the success of a campaign - Ensuring clever content always has a strong brand association - How Retroviral helped take Nando’s ‘Last Dictator Standing’ advert global - The power of newsjacking - using Checkers’ ‘Sixty 60 Swindler’ campaign as an example - The social media channels currently providing the best ROI for his clients - The best way to work with influencers Tune in and find us on your favourite platform: https://lnkd.in/esD_F-KD 🎧🤩 #Advertising #Digital #Marketing #Podcast #ViralCampaigns * This #podcast is produced by Laura Rapson

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Credible decision making in today's competitive marketplace is an absolute - TGI's insights make each decision fact-based, and on point!

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🎉 Ever since 2004, our GenNext research has set the bar for grasping young South Africans' consumer behaviour and brand preferences. Now in its 20th year, this research keeps steering brands under Yellowwood's care with priceless insights. 2024 brings another milestone with our fresh Brand Preference Survey and the 4th offering of our Youth Behaviour Report, diving into the chat with trended data over four years. Explore the history of GenNext in this special feature: https://bit.ly/3JjBVjF Learn more about the GenNext research: https://bit.ly/466sGx7 #STGenNext #YouthInsights #BrandGrowth

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2024 Effie Awards SA entries are open! Clarity on what Judges will be looking for coupled to preparing and submitting an effective case is critical to your success. Unlock the secrets behind effective Effie case studies! Ipsos in South Africa and Effie Awards South Africa present "IPSOS 2023 EFFIE SOUTH AFRICA TRENDS REPORT INSIGHTS," a webinar designed to help agencies harness creativity and drive success. Learn how to connect with consumers and stand out in the competitive landscape of advertising. Mark your calendars for an enriching session on 8 May 2024. 📅 8 May 2024 🕥 Time: 10h30 - 11h30 📧 RSVP: [email protected] Don't delay, RSVP today. #EffieAwardsSA #IpsosEffieInsights #MarketingEffectiveness

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'Viral campaigns move at the speed of culture.' Catch the latest #FutureProofMzansi podcast from Kantar in South Africa. In this episode Stacy Jayne Saggers 🎤 and Senamile Zungu chat about all things digital - specifically what goes into creating viral, award-winning campaigns. They’re joined in studio by Mike Sharman, the founder and Chief Creative Officer of Retroviral, a creative communications agency that has made more brands go viral globally, than any other agency in Africa. Mike shares his journey to starting his agency over 14 years ago and how he knew then just how important digital marketing was going to be. He explains what goes into creating viral campaigns and why it’s important to always move at the speed of culture. In this episode we discuss: - The winning formula for creating viral campaigns - The importance of earned publicity in the success of a campaign - Ensuring clever content always has a strong brand association - How Retroviral helped take Nando’s ‘Last Dictator Standing’ advert global - The power of newsjacking - using Checkers’ ‘Sixty 60 Swindler’ campaign as an example - The social media channels currently providing the best ROI for his clients - The best way to work with influencers Tune in and find us on your favourite platform: https://lnkd.in/ekVcG_aD 🎧🤩 #Advertising #Digital #Marketing #Podcast #ViralCampaigns * This #podcast is produced by Laura Rapson

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Gen Z Theme 3: Authenticity Matters Trust is the cornerstone of Gen Z's consumer behaviour, and authenticity is paramount in establishing it. In the Ask Afrika (Pty) Ltd TGI data, Gen Z has the highest agreement score of all the generations for the statement ‘If I trust a brand, I buy it without looking at the price’. Brands that prioritize authenticity and transparency not only build trust but also foster long-lasting connections with this discerning audience. In a digital landscape saturated with marketing messages, authenticity emerges as a key differentiator, shaping consumer preferences and driving brand loyalty. #BrandAuthenticity #GenZmarketing https://lnkd.in/dpdwZd5n

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Known for its crisp, dry taste, Savanna has ingeniously translated this product attribute into a marketing strategy that resonates deeply with South African consumers. Savanna's "It's dry, but you can drink it" tagline perfectly encapsulates their approach: The brand has built its identity around dry humour, creating advertisements that are subtle, clever, and often require a moment of thought before the punchline hits – much like the experience of tasting their cider. Their campaigns often play on current events, pop culture, and uniquely South African experiences. From billboards to TV commercials, Savanna's ads are characterised by deadpan delivery, clever wordplay, and a distinctly local flavour. This approach has not only entertained audiences but has also created a strong brand association between Savanna and wit. Savanna's success lies in its consistency. Year after year, they've maintained their distinctive voice, building a loyal following who eagerly anticipate their next clever quip. This consistent branding has made Savanna more than just a drink – it's become a cultural touchstone in South Africa. Lessons for your business: 1. Find Your Voice: Savanna's success stems from its distinctive brand personality. Identify what makes your brand unique and lean into it. 2. Consistency: Stick to your brand voice across all platforms. Consistency builds recognition and trust. 3. Know Your Audience: Savanna's humour resonates because it's tailored to South African sensibilities. Understand your target market deeply. 4. Leverage Current Events: Savanna often references current happenings, keeping their brand relevant and topical. 5. Don't Fear Subtlety: Not every marketing message needs to be direct. Sometimes, letting your audience connect the dots can be more engaging. 6. Align with Product Attributes: Savanna's dry humour mirrors its dry cider. Find ways to reflect your product's qualities in your marketing. 7. Engage in Wordplay: If it fits your brand, don't shy away from puns and clever language. It can make your brand more memorable. Remember, it's not about having the biggest budget, but about making the smartest, most memorable impact!

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