The Grass Company | Good
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About The Project


Deep Insights Study on the Youth of Africa

Execute a deep insights project to paint an accurate picture of the youth of Africa and thereafter uncover potential business opportunities for Nokia .


TGC’s Response:

  • We mobilized our network of 400 grasses in: Angola, South Africa, Kenya, Ghana & Nigeria. Grasses were proportionately representative of their population (e.g. High, Middle & Low income).
  • They were briefed to discuss their feelings around being a Young Contemporary African.
  • We also conducted video interviews (in SA & Kenya) to bring our observations & insights to life.

:  We gathered insight around the youth aspirations, motivations, and values and identified strategic opportunities and made recommendations to Nokia on how best to engage the youth which they used to inform their youth strategy.

About The Project


VUMA- Wifi Enabled Matatus

Client Objective: To pioneer innovative – insight driven innovative products and services in the telco industry.


TGC’s response:

Based on insight we had unearthed from our grass network on how the young Kenyan uses their phone during transit, we

  • Proposed to Safaricom the idea of installing wifi in matatus.
  • Drove uptake of the new product through activating it with several matatus in Kenya. Through this we enlisted the best matatus to engage county by county and build partnerships with the matatu Sacco’s.
  • Facilitated the actual installation of the Wi-Fi in the matatus and tested it to ensure that it worked.

Out Put: Installation of WIFI in over 2000 matatus in Kenya.

About The Project

Kimberly Clarke – Kotex Sanitary towels

Word of Mouth Campus Activation

Client Objective: In 2009 and 2015, Kimberly Clarke needed to raise awareness and drive trial of their Kotex sanitary towel brand amongst campus students in Nairobi aged 18- 24 years.


TGC response:

  • Activated a word of mouth activation with young women in campuses within Nairobi, over a period of 4 months. This engaged more than 80 girls from 4 different campus
  • Created credible on ground hype to drive trial and awareness.
  • The seeding activity was complemented by online interaction and other marketing activities championed by the advocates in campus.


Out Put: The 80 advocates and additional marketing activities over an initial 4 month period reached out to over 6000 of their peers and friends.  Kimberly Clarke recorded an increment of sales after the word of mouth activation attributed to the campaign as it was the key marketing activation happening at the time.