In 2022-2023, Harpic faced the challenge of low market penetration in KSA, only 16%, due to the preference for homemade cleaning solutions. These solutions, made from acid products and multipurpose cleaners, were less effective than specialized products like Harpic. Our goal was to shift consumer behavior from traditional methods to Harpic, highlighting its superior efficacy. The campaign strategy focused on engaging consumers directly, demonstrating Harpic's effectiveness in a way that resonated with cultural and practical preferences, aiming to change consumer habits towards our brand.

The Harpic campaign in KSA hinged on the "seeing is believing" concept, focusing on live demonstrations to showcase its efficacy in removing tough stains like rust, commonly found in toilets. This experiential approach was part of a door-to-door activation strategy, reaching over 500,000 households. The demonstrations provided concrete proof of Harpic's superiority over homemade cleaners, aiming to shift long-held beliefs and consumer habits by engaging them in a transformative cleaning experience.

Our strategy in KSA targeted a broad demographic, focusing on those who traditionally used homemade cleaning solutions. We tailored our approach to local preferences for multipurpose, cost-effective cleaners. The strategy was twofold: showcasing Harpic's superior cleaning power through practical demonstrations and leveraging local influencers for endorsements. Our door-to-door program reached 500,000 households, approximately 9% of the population, resulting in 300,000 views of our demonstrations. This comprehensive approach effectively demonstrated Harpic's benefits, aligning with local nuances and leveraging community trust.

The execution of our Harpic campaign involved a multi-stage strategy, starting with a door-to-door program in key cities like Riyadh, Jeddah, and Dammam, reaching over 500,000 households. Beginning in 2023, this approach focused on trial and error for maximum effectiveness. Trained promoters demonstrated Harpic's effectiveness against tough stains in homes, emphasizing its superiority over traditional methods. Alongside, the campaign leveraged TV commercials and social media for broader reach and engagement, ensuring comprehensive awareness, trial, and adoption of Harpic.

The Harpic campaign in KSA achieved remarkable results, impacting sales, consumer behavior, and brand awareness. Key outcomes include a notable increase in market penetration, a 60% success rate for the door-to-door program, surpassing impressions targets on TV and social media, post-campaign surveys showing a preference for Harpic, and a considerable boost in brand awareness. These results showcase the campaign's effectiveness in meeting its objectives and changing consumer habits in a challenging market.