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Hollandia Ramadan Activation

Sodium Brand Solutions partnered with Hollandia to execute the Hollandia Ramadan Activation, a large-scale consumer engagement campaign designed to strengthen the brand’s connection with Muslim communities during the holy month of Ramadan. Through strategic product sampling, community engagement, and retail activation, the campaign reinforced Hollandia’s “Stay Ahead with Dairy Power” positioning while increasing product trial, brand affinity, and sales across key regions in Nigeria.

Challenge

Hollandia sought to build stronger emotional connections with Muslim consumers during Ramadan while increasing brand penetration in key northern markets. The campaign needed to create meaningful consumer experiences that promoted top-of-mind awareness, encouraged product trial, and positioned Hollandia as the preferred dairy companion throughout the fasting season.

Strategy

Sodium Brand Solutions developed a culturally relevant activation strategy centred around trusted community touchpoints. By engaging consumers in schools and mosques during Ramadan, we created authentic opportunities for product sampling, brand education, and consumer interaction. The campaign combined community engagement with direct sales activities to maximise awareness, encourage trial, and convert engagement into measurable commercial results.

Execution

Nationwide Community Activation

We executed a three-week activation campaign across strategic communities, delivering immersive brand experiences that connected Hollandia with consumers during one of the most significant periods of the Islamic calendar.

School & Mosque Engagement

The activation leveraged 300 schools and 24 mosques as high-impact touchpoints, allowing the brand to engage families, students, and Muslim faithful through culturally relevant experiences and product sampling.

Product Sampling & Brand Education

Consumers experienced Hollandia products firsthand while brand ambassadors communicated the nutritional benefits of dairy and reinforced the campaign message, “Stay Ahead with Dairy Power.”

Sales Activation

Integrated sales activities across activation locations encouraged immediate product purchase, helping translate consumer trial into measurable commercial performance.

Impact & Results

The Hollandia Ramadan Activation successfully exceeded its sampling target while delivering exceptional consumer reach and strong commercial outcomes across multiple regions in Nigeria.
  • Successfully executed a 3-week nationwide activation.
  • Activated 300 schools and 24 mosques across Lagos, Ibadan, Kano, Ilorin, Kaduna, and Abuja.
  • Exceeded the sampling target by reaching 67,200 consumers, surpassing the initial target of 60,000.
  • Reached over 350,000 consumers through direct engagement and campaign visibility.
  • Generated sales of 2,835 cases during the activation.
  • Strengthened Hollandia's brand affinity and top-of-mind awareness among Muslim communities during Ramadan.
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Key Takeaways

1

Cultural Relevance Builds Brand Affinity

Engaging consumers during Ramadan strengthened Hollandia’s emotional connection with Muslim communities and reinforced long-term brand loyalty.

2

Community Engagement Increases Reach

Activating within schools and mosques enabled the brand to connect with consumers in trusted, high-footfall environments while expanding awareness across key markets.

3

Sampling Converts Into Sales

Combining product trial with targeted sales activation successfully translated consumer engagement into measurable commercial performance while increasing market penetration.

Clear Answers to Help You Move Forward

We simplify every step of working with us by giving you direct, honest answers to the questions brands ask most. From project timelines to activation processes and deliverables, our FAQ helps you understand how we operate, what to expect and how we ensure clarity, quality and accountability on every brief.

No. We can execute outside the shores of Nigeria. Over the years we have created memorable experiences for brands across Eastern, Western Africa and even the United Kingdom.

Over 16 years.

Experiential marketing is a set of marketing techniques that create memorable experiences (Interactions) between an organization, its brand/products and target consumers with the ultimate goal of delivering a strong and measurable Return on Investment.

  1. Coca-Cola Share-a-Coke Campaign – Mass customization ofnames on Coca-Cola Cans across multiple touchpoints (Institutions, Malls, High Traffic Areas) PAN Nigeria.
  2. 5Alive Pulpy Launch Campaign- Launch and experiential sampling of 5Alive Pulpy across several touch points (Tertiary institutions, NYSC Camps and Estates) PAN Nigeria.
  3. Coke Studio Season V Consumer Launch – An experiential event to officially Launch the Coke Studio Season V Television Programme where select consumers and key stakeholders converged for an amazing evening with the Brand

Experiential marketing has no fixed cost. Costs are based on the tools deployed and magnitude of activation scope per campaign/project.

Experiential campaigns can be run any time of the year.

Yes, we can create Premiums but it comes at a cost

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