The challenge
Beyond product distribution, Gongoni had limited direct interaction with the wholesalers and retailers who actually move Rambo through Nigeria's fragmented traditional trade. It wanted to increase sales, reward loyal trade customers, capture first-party customer data and understand regional demand — and a conventional promotion could reward purchases but generate almost no actionable intelligence.
The campaign
Every promotional voucher carried a QR code, a USSD shortcode and a unique 16-digit PIN. Trade customers bought Rambo, scanned or dialled, authenticated with the PIN, registered as a distributor, wholesaler or retailer, watched a short product-education video — available in English, Hausa, Yoruba and Igbo, and mandatory before redemption — and received airtime instantly.
The results
Over three months the platform processed more than 13,000 reward claims and distributed ₦4.2 million in airtime, with 100–200 winners every day and daily participation more than doubling as the campaign gained momentum. Each voucher could be redeemed only once, with validation, fraud prevention, reward delivery and reporting fully automated. For the first time Gongoni had a first-party database of its downstream trade partners, segmented by customer type, and live visibility into where demand was strongest and where to invest next.
This is a summary.
The full case study — including the detailed data, analysis and recommendations — is available on request.
