Safaricom?is a leading communications company in Kenya with the widest and strongest coverage. It's the home of the famous Mobile Money service- M-PESA?among other innovative products and services. The company boasts over 30 million subscribers which form the lion share of the Telco market in Kenya.
Brands are continually looking for new ways to engage with the millennial and Gen-Z demography given that over 70% of Kenyans are under 35. This demography is spending an average of 3 hours on their mobile phones mostly keeping up with the favorite creators on social media.
Tik-Tok is one of the fastest-growing social media channels in the world. The Tik-Tok demography tends to be younger compared to other social media channels. In Kenya, the Playstore charts reveal that Tik-Tok is the most popular and fastest-growing social media channel. Forward-thinking brands are therefore keen to find unique ways to engage their audiences on Tik-Tok.
- Influencer Mix : Our social listening and analytical capabilities helped us zero in on a dynamic pool of Tik-Tok creators. The creators cut across categories from the more seasoned premium creators to upcoming nano creators. Engagement, reach and relevance were some of the metrics used to determine their suitability for the campaigns.
- Parallel Campaigns: Working closely with the Safaricom team and its creative agency we were able to design multiple campaigns touching on various products and services. Some campaigns were brand love-oriented while others focussed on specific products. Brand campaigns included #MamaNasemaAsante campaign designed to celebrate mothers during Mother's Day. Product campaigns included voice and data deal campaigns that were geared at creating awareness about unique value propositions.
- Virality: Virality was achieved through co-creation and ideation with the creators. Their intuitive understanding of their audiences and their Tik-Tok algorithm added significant value to the campaign. We also tapped into existing trends on Tik-Tok from a song and challenge perspective to help add extra fuel to the campaigns. Given Tik-Toks shareability a lot of the campaign content found its way in other channels such as Whatsapp.
- User-Generated Content: To complement the Premium content creators Wowzi deployed an army of nano influencers. In addition, we included incentives such as airtime and data awards to encourage user-generated content from influencer audiences. The Wowzi platform was seamlessly able to run, track and manage the campaign to ensure high-quality content.
- Close to 10 million cumulative views across campaigns
- 90% positive sentiment
- 1000s of influencer gigs created
- 25% engagement
Chief Executive Officer at Ticket City
3 年Great job to you and your team Mike Otieno