Godrej Aer
Driving awareness and product discovery with creator-led content
The objective
Driving awareness and product discovery with creator-led content
Godrej aer, a leading home and personal care brand from Godrej Consumer Products, entered the Kenyan market with its pocket-sized air freshener, Godrej aer Pocket. Known for making everyday spaces fresher and more vibrant through innovative yet affordable solutions, the brand set out to establish aer Pocket as the go-to air freshener in Kenya, building strong awareness and sparking first trials.
The challenge? Breaking through a crowded market where habits were still forming and competitors had already claimed ground. TikTok, with its popularity among young, urban audiences and its ability to spark conversations and curiosity, became the perfect partner. The campaign was designed to inspire buzz, drive category trials, and position Godrej aer Pocket as a fresh leader in the air freshener space.
The solution
A TikTok-first strategy powered by creators and Spark Ads
To connect with its audience in Kenya, Godrej aer built a TikTok-first campaign that blended authentic creator storytelling with the platform’s unique advertising solutions. At the heart of the strategy was a creator-led review. Godrej aer collaborated with a local Kenyan creator, focusing on relatability and credibility with women aged 18+, a key household decision-making audience. She shared an organic video about her personal experience with Godrej aer Pocket highlighting its convenience, fragrance quality, and everyday usefulness. The video struck a chord with viewers, quickly going viral and crossing one million views in just four days.
Riding on this strong organic momentum, the brand amplified the post through Spark Ads, boosting the creator’s original content rather than producing separate branded assets. This ensured the authenticity and trust of the video stayed intact, while auction buying optimized for video views maximized efficiency and extended reach well beyond the creator’s own audience.
This TikTok-first approach, with an authentic creator content and a scalable media support, delivered the best of both worlds: trust, visibility, and broad consumer engagement.
The results
Doubling sales and achieving market leadership
According to internal data, the campaign delivered over 10 million video views and reached 5+ million consumers across Kenya. The turning point came in April, when the creator video went live, sparking immediate sales growth. Building on this, Godrej aer boosted the content with Spark Ads in May and June, sustaining momentum and reach. The results exceeded expectations: sales doubled month-on-month and continued climbing through June and July, cementing Godrej aer Pocket’s leadership in Kenya’s air freshener category. By translating awareness into sustained adoption, the campaign turned everyday discovery into long-term business impact.
"The Godrej Aer TikTok campaign gave us the breakthrough we needed to launch in the Kenya market. It helped convert strong awareness into measurable sales momentum, taking Godrej aer to number one in its category with 33% market share sustained for 3 months. TikTok gave us not only visibility but also real business results, making it an essential platform for our growth in Kenya.” Rachel Migwi, Commercial Head, Godrej Consumer Products Kenya.
TikTok is one of the fastest-growing entertainment platforms in Kenya, especially among 18–35-year-olds, making it the perfect place to reach our audience. It allowed us to connect with Kenyan consumers in the most authentic way possible. The combination of user generated content and Spark Ads made our message both trustworthy and scalable. We’ve consistently seen that creator-led content performs better here, even when amplified as ads, which was a big driver of success. The response from our target audience, especially women, was immediate and powerful, driving awareness, trials, and ultimately market leadership for Godrej aer.