SolarAid & SunnyMoney
After dark, 90% of the rural population in Africa have no light except from expensive and toxic sources such as kerosene or candles. The UK charity SolarAid and social enterprise, SunnyMoney are on a mission to sell solar lighting to eradicate kerosene throughout Africa. Benefits of solar lighting such as cost savings, better health and increased study time had low awareness. There wasn’t a functional website or sales collateral. SunnyMoney products were confused with low quality solar lights. The sales model of selling in partnership with schools, needed to scale faster. Cindy Kerr led marketing and sales channel development from 2013 - 2015.
The Work
Building branding, visual identity, sales collateral and training across each country
Developing ways to scale sales efforts and improve demonstrations of solar lights to schools and communities
Expanding the product range to include lights with mobile phone charging and home systems
Creating PR initiatives with national newspaper, TV and radio coverage
Improving the website and online presence to reach more buyers and agents
“My kids study hours have increased because buying kerosene for them was so costly. The SunnyMoney solar light is a good light and also charges my phone.”
The Results
SunnyMoney became a known and respected brand for a range of solar lights with a catalytic impact in Africa
With 1.7 million lights sold, SunnyMoney became the largest distributor of solar lights impacting 10 million people in five countries
Developed strategic partnerships and co-marketing deals with $500k revenue
Achieved global awareness throughout Africa on TV, radio, print and online that increased sales and attracted new agents
Piloted and operationalized a cost effective new agent sales channel that resulted in 40% of sales
