The strategy that was put forward for all three channels was based on a funnel approach. The first KPI was to drive awareness of the revamped look & feel for all channels. This was followed by engagement based on topics of interest such as shows airing on TV and other pop culture elements. Lastly, we needed to build brand equity by merging offline media and online media. To make the strategic approach relevant to social media, certain creative elements were used, such as shorter video formats, tagging celebrity actors from TV shows that played on the channels, and highlighting pop culture topics such as music and fashion to further broaden each channel’s diversity when it comes to content. Some of the best social media campaigns were for reality shows which allowed for the content to be engaging and shareable among audiences online. In addition to this, engagement systems such as voting polls and quizzes pertaining to the TV shows were used to further expand social media presence of each channel’s content. With the support of paid media behind most pieces of content, all three ROK channels have seen an exponential growth in performance metrics and audience reach on social media.
Russian Standard Vodka, the world’s No. 1 Vodka brand, was about to launch in Nigeria when COVID-19 hit. The brand was already shipped, and was going to be a loss for the brand owners/marketers. We were briefed to deliver a twin strategy to deliver an impactful contact-less launch plan and at the same time drive sales (in-home seeding) of the new Vodka brand. With digital at its core, we struck a niche event, signing on three major influencers – one of whom was a leading DJ in Nigeria with followers in excess of 4 million. The others were two strong Nollywood and online skit makers. The brand was launched in a studio setting, the event livestreamed on the brand handle and that of DJ Keywise, and bottles of Russian Standard Vodka were deployed into homes of pre-selected lovers of Vodka. We had them connect and share brand experiences during the live-streamed brand launch party. The whole experience was sustained with amplified PR and follow-on sales, supported by promotional offers via digital channels (Facebook and Instagram). A 5X effect was delivered for the brand in term of reach and impact, measured by the sales recorded before, during and after the launch.
Airtel had been gaining market share, but growth was slow. This despite having more affordable products than the competition. We came up with a recruitment campaign to shake things up by addressing consumer pain points around affordability and transparency when dealing with the competition. This led to the #getwhatyoupayfor campaign. The concept: Take everyday situations where you would not take less than what you paid for, and trigger consumers to question why they would take less from their network provider. The campaign reached 7.5 million people and had over 100 000 social media likes, this significantly increased brand consideration in the market.