A marketing strategy designed for a product called CÍ. CÍ is a blue light blocking glasses designed to block or filter out the blue light given off from digital screens. Considering that this is a new product, I designed a marketing strategy to build brand awareness.

2. Buyer Persona
• Bola Ashiedu
• 26 years
• Developer
• Single
• Based In Lagos
• Loves Playing games
• Always on her laptop and phone
screen
• Elevator Pitch: With eyes on the
future, we have light blocking glasses
that will help protect your eyes from
overexposure to the blue light
• David John
• 30 years
• Entrepreneur
• Married with one child
• Based In Dakar
• Loves coaching and mentoring
• Elevator Pitch: Now that we are in a
virtual era, you definitely need light
blocking glasses to protect your eyes
from exposure to your screen
• Silas Johnson
• 35
• Graphic Designer
• Single
• Based In Monrovia
• Loves watching soccer
• Elevator Pitch: Looking closely at
the screen, zooming in to check
details, raising the brightness on
the screen. These habits can
endanger the eyes that’s why you
need to get yourself a pair of our
blue light blocking glasses

3. Buyer Persona
• Shala Mudabi
• 22 years
• Student
• Single
• Based In Accra
• Netflix Binger
• Elevation Pitch: As a Netflix
binger, you could use some
protection for your eyes, not just
to help you avoid computer vision
syndrome but to help you sleep
better
• Sallah Ismael
• 40 years
• Senior IT Support
• Based In Abidjan
• Married with two kids
• Kindle Reader
• Elevation Pitch: As an IT
support, you spend tons of
ours on your system. You
should try protecting your
eyes with our light blocking
glasses
• Joy Aliyu
• 27
• Blogger
• Single
• Based In Abuja
• Loves Fashion
• Elevator Pitch: As a blogger, you
need to protect your eyes, and you
can do that looking chic and cool
with different types of glasses to
chose from

5. Content Marketing
Using content marketing, we will educate our audience on the importance of blue light blocking
glasses and why they should own a pair. We will also talk about other related topics like computer
vision syndromes and other dangers blue light can cause to the eyes. We will also use explainer
videos to debunker common misconceptions about blue light blocking glasses. The video will be
titled Myth or Truth. We will use content marking on platforms like Instagram, LinkedIn, Facebook
and Twitter.

6. Teaser Campaign
The whole point of the teaser campaign is to attract as much attention as possible. We will make the most of
our social media platforms, such as Facebook and Twitter, to create a teaser campaign. Our teaser campaign
will be a great way to inform a large audience that something exciting will be happening soon.

7. Brand Awareness Campaigns
The goal of this tactic is to promote brand awareness and drive our audience to make a desired action at a
particular time. We will run a brand awareness Ads on Facebook and Instagram using our teaser videos. The goal
of this campaign is to promote brand awareness and reach.

9. Generation Z is the first generation of digital natives and tech addicts. Introducing Çi to working millennials
and generation Z , aesthetics and style should be priority. We have to show our audience that our product (Çi);
is not just hype but it’s also helpful and effective. Apart from passing the message of effectiveness, we are
building a trend and empowering the digital nation using our product, Çi. We will run a marketing campaign
to introduce our products to the working millennials and Generation Z . The campaign tagged “What’s your
game face ?” will showcase the different colors and shapes of our products, how it can be used on different
faces, and highlight the need and importance of light blocking glasses. This campaign will run on Instagram,
Facebook and Twitter.

10. User Generated Content
We will use our “What’s your Game Face?” campaign to generate user created content. We will call on
members of our audience to take pictures with a pair of their Çi glasses using the hashtag, game face on. To
make it more fun we can give rewards to the top 3 most creative content. We will repost the user generated
content on our Instagram platform. This campaign will run only on Instagram.

11. Influencer Marketing
We will launch our product using an influencer marketing campaign. We will pick influencers that can connect with
our brand. We will use influencers in areas like lifestyle, career and Tech. We will pick this influencers based on
their reach (ability to deliver content to our target audience), relevance (the strength of connection to our brand)
and resonance (the ability to drive a desired behavior from our audience). We will run our influencer campaign on
Twitter and Instagram.

12. Referral Marketing
We will use referral marketing to get our audience to also participate in our freebies. Sometimes your
customers are also your greatest marketers. We will build a referral system where our audience can refer a
potential customer. Once the lead converts, the referrer gets 30% discount on the next purchase.

13. Email Marketing
We will send email newsletters to our community to help build brand awareness before and after the
launch of our product. We can also leverage existing communities like workstations, entrepreneurial
communities, TechCabal, e.tc.

14. SWOT ANALYSIS
STRENGTHS
THREATS
WEAKNESSES
OPPORTUNITY
• Willingness to educate consumers
on the importance of blue light
blocking glasses
• Customer engagement and loyalty
through (User Generated Content).
• Use of efficient marketing tactics
• Established competitors
• Customer Churn
• Sales volume of competitors
• Terrific growth potential
• Chance for brand extension and expansion
• Shifts in consumer consumption habits that are
moving towards increased use of light blocking
glasses
Considering product and marketing media, our two top competitors will be BannerBrand and DAPMOD