Low-cost African Airline fastjet gave Bozboz the task of creating a two-month campaign that would increase brand awareness and engage audiences across six African countries.
The challenge was to engage culturally different audiences while considering their unique pain points and brand expectations. To do this, Bozboz gave the power back to the people and asked them to show us Africa through their eyes, and #WeFilmAfrica was born.
Trust and brand loyalty are large buying factors for the African audience, and so it was important to create a campaign they could affiliate themselves with that would also demonstrate fastjet’s interest in and care of their customers.
The social proof is also a powerful tool, with B2C audiences 70% more likely to engage with brands their peers are already engaging with. Therefore, by creating a user-generated campaign, Bozboz turned fastjet’s existing fan-base into brand advocates, and put them in control of creating the content that would later shape the brand.
By launching the campaign with a brief video explaining how to enter the competition, and encouraging entries via mobile devices and social media, Bozboz ensured that the campaign was comprehensive and accessible. Internet connection in Africa can be slow, so it was also important for entry to be as simple as possible.
The campaign gained hundreds of entries, vastly exceeding targets with a reach of 2,404,172 across Facebook, Twitter and Instagram, and gaining 59,677 likes, comments and shares on top of over 11,000 YouTube views within the first 8 weeks.
This also helped to build a more loyal following. Fastjet customers could be proud of seeing their entries used in marketing material and were more likely to share content they had a hand in creating. The campaign linked fastjet intrinsically to the lives of the people they wanted to target. This made it an emotionally powerful engagement tool – particularly with an audience for whom cultural identity is such an important factor.
Once the campaign ended, Bozboz collated the best content and created a video wall on fastjet’s site – the content brought in over 6,940 visitors in the initial months. They also witnessed a 19.1 per cent increase in social conversions compared to the previous 8 week period.
The greatest success of this campaign was its simplicity. Through social listening, audience insight and years of partnership with fastjet, Bozboz knew the best way to create engagement would be to tap into the areas that unite all fastjet audiences – national pride, cultural vibrancy and the desire to share experiences via mobile devices.
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