FMCG

Brite DDS Sales Drive — Karachi

Colgate-Palmolive

Client:Colgate-Palmolive

Year:2024

Duration:53 days

Cities:Karachi

The Numbers

Rs 8.4M

Revenue Generated

99%

Target Achievement

129,602

Unique Door-knocks

57%

Deal-Selling Conversion

13.5

Avg Demos per BA / Day

88%

BA Productivity

76,219

Total Deals Sold

70.1%

Surf Excel User Conversion

The Brief

Colgate-Palmolive tasked Brand Edge with running a high-volume Door-to-Door Sales (DDS) drive for Brite detergent across Karachi's key residential zones. The campaign needed to hit Rs 8.5 million in sales while converting competitor users and upgrading existing lower-tier CP detergent users to Brite.

The Insight

Detergent purchase in SEC B/C households is heavily habitual — shoppers buy the same bar or sachet at the nearest kiryana. The only reliable interrupt is a face-to-face demo at the doorstep. Once a housewife sees the foam and grease-cut live, conversion rates jump above 65%.

The Big Idea

“Send trained Brand Ambassadors street-by-street with live demo packs, a digital GoLive App for real-time data capture, and deal stacks that rewarded bulk purchasing — turning each door-knock into a data point and each demo into a sale.”

The Execution

Teams covered North Karachi (31.3% of total), Nazimabad (15.7%), Gulshan (11%), Malir (9.1%), Orangi Town (8.4%), Shah Faisal (6.5%), and others including PECHS, Baldia, Korangi and Scheme 33. Each BA conducted an average of 13.5 live demos per day, maintaining a 54-second average call time at the door. Pantry checks were synced digitally — 75% of all interceptions included a pantry photo upload. Three deal packs were sold: the high-velocity variant accounted for 60% of all deals (45,081 units), a mid-range variant for 34% (26,185 units), and a premium variant for 6% (4,953 units). Brand user households: 38,852 targeted; 74.3% conversion on Brite Bonus, 65.1% on Express. Non-brand (competitor) households: 63,020 targeted; 70.1% conversion from Surf Excel users, 68% from Ariel users, 65.4% overall competitor conversion.

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