GloWorld – Ghana

Industry: Telecommunications

Their Challenge: Towards the Glo Mega Shows, Glo Ghana wanted to incite buzz and engagement on their social media pages to encourage attendance of the event (make sales).

Our Intel: We determined that the main attraction for the events were the celebrities and the target audience was generally interested in the entertainment category. We chose to focus on a niche of the audience who were not only interested in consuming entertainment but who were actively creating it. By running an activation focused on unearthing these talents, we would be able to derive a lot of user generated content, visibility, engagement and goodwill all while making the lucky winner’s dreams come true.

 Our Strategy: So we dreamt up the #1Minute2Fame Challenge.

We asked Glo’s audience on Facebook, Twitter and Instagram who were up and coming musicians to share a 1 minute video of themselves performing an original piece. Participants were to share the video on their personal pages using our activation and event hashtags. The top 5 entries with the most engagement were reposted on the official Glo social media pages and our audience was asked to vote for the favorite by liking their entry. The participant with the most liked entry was awarded with the opportunity to perform live at the Glo Mega Music Show as the opener for the A-list acts.

Results

All three runs of the activation received a total of 195 entries and generated over 1.8M impressions from users with the hashtag per activation.

Direct traffic to the respective Glo social media pages from the activation content (Videos and Images) were  405,335 for Instagram, 300,025 for Twitter  and 500,154 for Facebook.

Engagements increased to over 120,000 across channels and rate of engagement improved from 1.2% to 55.1% on twitter, average of increase from 5% to 109% on instagram and from 0.6% to 20% on Facebook over each activation week within 3 months of the campaign.

 

Here is a chart reflecting the page performance relative to following.  It shows the original followers at the start of the campaign, the expected increase per budget (EIB) and the final followers.

On Instagram, following increased from 600 – 5648 (941% increase)

On Twitter, following was expected to grow from 500 to 1000 per budget, but grew to 3,227 (323% increase)

 Facebook likes increased from 63K to 93k by end of campaign (67% increase)

 

Glo Mega Shows Live Streaming

On all 5 event days, we put together a team consisting of a presenter, videographer and the transmitting subteam who worked efficiently to transfer the feeds live from the shows onto Facebook and Youtube  for viewers to watch in real time.

This gave us the opportunity to broadcast the show live cost-efficiently and gain increased visibility. Before each stream, audience was informed about the time and channels of the stream through promoted posts. The presenter introduced each video stream and took audience views relative their expectations of the shows.

Results

Live streaming on all five events presented a total of 1 million views and over 50K engagements (likes, comments and shares). Subsequent video views of the recorded live stream peaked as high as 4.5k on Facebook for music shows and 1,000 on the comedy shows.

Influencer Campaign

Macro and Micro influencers were engaged on this campaign to increase traffic and enhance engagement in the build up to the Mega Shows.

Macro Influencers

The artistes billed to perform acted as our main macro influencers. Top rated musicians and comedians took over the Glo pages with live chats with the audience, engaging them and answering their questions. They also posted event materials on their personal platform with the official hashtag and tagged the Glo pages. This brought more publicity for the event, engagement for the hashtag and traffic for the pages.

Micro Influencers

35 micro influencers with great numbers and influence on their peers, were officially engaged to interact across social media channels for the campaign. They were millennials between 20 – 25 whose pages (general content) reflected the brand. They commented, liked and shared all official posts from the page within the campaign period. They participated in activations (for traction purposes ) and reported approximately 5.2 million Impressions and 500K engagements.