Eku Ise: Celebrating hard work and growing Goldberg's brand affinity in the southwest. The "Eku Ise" campaign successfully celebrated hard work and resonated with Southwest consumers, driving increased brand affinity and recognition. By acknowledging and honoring the efforts of Omoluabis, Goldberg strengthened its brand connection with the target audience, demonstrating the effectiveness of culturally relevant storytelling in brand marketing.
Goldberg aimed to increase its value share within its market segment and attract more volume consumers. The focus was on developing a campaign to enhance brand affinity and meaningfulness among Southwest consumers.
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