The BusinessDay CEO Magazine May 2017

The BusinessDay CEO, May 2017 | 09
“ within a few
hours, the
items had
sold out!
”
The company exhibited
its flagship fashion
products using
housemates as models,
and offered promotion
after promotion to
ensure customers
purchased their
products.
Over the course of the program, Payporte found interesting ways of integrating its brand and
products into the show. From a purely brand building perspective, Payporte achieved as much
recognition as Konga and Jumia, spending less than 250m in the same period. As fan interest
and support for the program grew, awareness and affinity for Payporte increased, while
Nigerians lived and breathed the Payporte brand through the lens of their favourite Big Brother
Housemate.
Connecting with Customers & Driving Consumption
Today’s consumer is more connected than ever before and brands must continue to find
seamless ways of joining those connections, rather than echo their messages in the spaces that
surround them. Payporte’s somewhat disruptive approach to forcing itself into the
consciousness of Nigerians evolved a new approach e-commerce companies need to consider
to reach new markets.
The company exhibited its flagship fashion products using housemates as models, and offered
promotion after promotion to ensure customers purchased their products. By leveraging its
deep understanding of its target market, customers were teased into making purchase after
purchase in support of and solidarity with their favourite housemate.
During one of the episodes of Big Brother, the brand launched a new line of “Ankara” clothing in
its “1k Store”. Contestants on the Big Brother program were mandated to wear some items from
this line. Interestingly, the items were priced above 1,000 naira. Payporte offered a clever
discount and within a few hours, the items had sold out!