Use of Influencers and Brand Ambassadors
We’ve Met Before - Global Accelerex
UP IN THE SKY LTD
For a fintech powerhouse powering payments for several businesses across Nigeria and rated by the Financial Times as “one of the fastest growing fintech firms in Africa’’, Global Accelerex had struggled with a low brand awareness score for the past decade. Our task was to help raise the brand awareness of the business significantly in a short period and with a limited budget relative to its competitors.
The <em>“We’ve Met Before”</em> campaign began from the insight that many people in the brands’ target audience had used Accelerex services (POS Machines) without knowing they were doing so. They had even collected receipts with the brand’s logos but had never noticed. The ubiquity of Accelerex’s POS machines and their payment support to many online retailers and leading banks drove this truth home – <strong>“We’ve met before, but you just didn’t know it.”</strong>
Our strategy was to use the very real human truth of 'De Ja Vu' as the mirror to reference using a brand but not knowing it was familiar to you already
The execution was framed to re-introduce the brand to the public, by triggering a ‘de ja vu’ effect to drive brand salience. <strong>Bimbo Ademoye</strong>, a well-known and loved Nollywood actress and Influencer with a ‘girl next door’ vibe was cast as the face of the campaign. Campaign materials for online digital deployment (Video, Social media designs, digital banner ads) and Outdoor deployment were also developed.
The bullish campaign performed admirably, significantly boosting the brand’s awareness score by <strong>33%</strong> in a post-campaign tracking study. Both the company’s Facebook and Instagram accounts saw an impressive <strong>27%</strong> and <strong>4%</strong> increase respectively while LinkedIn experienced a <strong>41%</strong> lift in follower base after the campaign was concluded.
Chief Creative Officer: Oje Ojeaga Chief Operations Officer: Idiareno Atimomo Head, Brand Management - Frances Okoruwa Writers: Oje Ojeaga, Chiamaka Obunadike, Chidinma Enemanna Art Director: Olawale Ogunsulire