2023
Digital
Social Media Campaigns
Airtel Celebrates Naija
Shortlist
Entrant:
Country:
Brand:
digitXplus
Nigeria
Airtel
Background
1st October is Nigerian Independence Day, a day filled with lots of mixed feelings due to the current state of the country. Airtel leveraged the date to show how strong we can stand together in Unity as Nigerians with the most important symbol which is the Nigerian flag.
Creative Idea
Leveraged an Augmented Reality lens on Snapchat and an Overlay Conversational Card Tweet, to give users (Nigerians) the opportunity to tweet and celebrate being a Nigerian
Strategy
Most times brands rarely get involved with national issues due to several reasons. Hence, we leveraged Independence Day to celebrate and engage with Nigerians and not make it about Airtel. We began the Independence Day campaign on 29th September with an Overlay Conversational Card Tweet, which gave Nigerians the opportunity to tweet about what being a Nigerian or what Independence means to them.
Execution
So, to Own the conversations on Twitter between 29th - 30th Sept... •We began the Independence Day campaign on 29th September with an Overlay Conversational Card Tweet, which gave Nigerians the opportunity to tweet about what being a Nigerian or what Independence means to them. •We launched this campaign with a Twitter Takeover on the 29th – essentially to drive as many opt-ins as possible. •We sustained the campaign till the 30th of September with regular promotions of this Overlay Conversational Card Tweet and a relevant video that shows how Airtel celebrates Nigerians. The Big Reveal on Twitter was on October 1st… •Everyone that interacted with the Overlay Conversational Card Tweet received a customized Independence Day profile picture overlay from Airtel Nigeria. •The picture appeared on their timeline and promoted shareability. Additionally on Snapchat •To celebrate Nigeria’s Independence Day in a remarkable way, Airtel Nigeria used a custom Augmented Reality (AR) Snapchat first lens to depict how important Data is. The AR experience drove brand visibility and user engagement throughout the Independence holiday period.
Results
•Airtel gained<strong> over 4k Positive Brand Mentions in a single day</strong>, this indeed was <strong>a new record for the Nigerian Market</strong>. Airtel had<strong> ZERO Negative reviews</strong> throughout the Independence Day campaign duration (28th Sept – 1st Oct) as seen in the sentiments analysis…this was another new record for Airtel (because customers usually tend to have some negative comments and complaints about network issues, etc.) •The takeover had a really fantastic performance as it garnered an Impressive <strong>5.2M impressions beating the benchmark of 4.5 Million</strong>. •For the branded overlay we had <strong>10,446 Likes, 3,332 Overlay Opt-ins, and 69,972 Mentions</strong>. These results are extremely impressive, as the average recommended campaign period is 3-4 weeks, which we got in a short span of less than 1 week. •On Snapchat we smashed benchmarks due to audience interests and interactions with <strong>1.3m impressions</strong> achieved and <strong>over 8k+ shares</strong>.
Credits
Adaora Odufuwa, digitXplus, Team Lead Feranmi Dalley, digitXplus, Lead Planner/Buyer Grace Wiiliams, digitXplus, Assistant Planner Jelkes Vwamhi, digitXplus, Assistant Buyer Noah's Ark, Creative