mfg lgg world cup campaign - end of campaign report
TRANSCRIPT
Me FiRi Ghana I 2014 World Cup Mul8pla9orm Campaign
Me Firi Ghana is an international member’s advisory network providing routes to engage and invest in Ghana. Me Firi Ghana is a growing network of 7,500 members with a presence in Ghana, UK, Italy, Germany & France.
Me FiRi Ghana’s primary audience was predominately 18-30 year old UK based Ghanaians, an audience we specifically wanted to grow within the USA, Ghana and countries in Europe densely populated with Ghanaian Diaspora and non-Ghanaians who have a love for Ghana.
WHO ARE WE?
So we devised a global multichannel campaign during the Brazil 2014 World Cup to grow and develop the brands exposure and appeal to 18-30 year old non-Ghanaians and the primary audience who reside outside of the UK.
THE CHALLENGE
THE SOLUTION
CAMPAIGN 5 STEP PROCESS
1. CONCEPT: Research Audience
Story
2. STRATEGY:
Ideas Methods Content
3. PARTNERSHIPS:
Brands Media
Influencers
4. ACTIVATION:
Launching Engaging Reactivity
5. REVIEW:
Reach Evaluation Assessment
The World Cup is the most viewed and followed sporting event in the world. The 2010 World Cup attracted an estimated cumulative audience of 26.29 billion!
The 2010 Ghana v Uruguay World Cup match was a defining moment for Ghana, and for Africa. The match produced one of the most memorable moments in footballing history…
WHY THE 2014 WORLD CUP…
But we noted that such historic moments, reactions, interactions and actions during the 2010 World Cup was not captured using any single platform or interactive campaign! That is why for the 2014 World Cup we conceptualized…
The objective was to grow our audience by creating experiences to unite, showcase & share the global supporters passion for the Ghana Football Team through imagery, videos and commentary, captured using the unique hash tag and slogan #LetsGoalGhana
The World Cup is a time for unity and definite patriotism, so we devised a multiplatform phenomenon to fulfill the brands objective. A campaign driven by social media aiming to own defining moments, connect diverse audiences and conversations relating to Ghana.
THE CAMPAIGN CONCEPT
CAMPAIGN ARTWORK Our design artwork below was used as a vehicle to stand out, engage and drive conversations to inspire support for the Ghana Football Team through social media.
CAMPAIGN ON SOCIAL MEDIA #LetsGoalGhana was adopted earlier than predicted and was organically used by members of the Ghana Football Team, celebrities, leading brands and people from around the world!
GHANA HOUSE SCREENING EVENT We hosted the first Ghana House specific World Cup screening events at the exclusive Old Street Terrace venue in London; uniting an eclectic range of Diaspora to embrace & share Ghanaian culture. The venue was located in Europe's fastest growing tech city, accessing 50,000 commuters daily!
CAMPAIGN IN BRAZIL The campaign gathered momentum oversees in Brazil and was embraced by fans, celebrities and personalities like BBC Sports Correspondent Gary Lineker.
CAMPAIGN RESULTS
“The biggest country cheer came during Ghana v USA, and it was Ghana that had the biggest percentage increase in social conversation. Ghana saw an increase of 166% compared to its average tweeting volume, versus 7% for USA.” Source: (WeAreSocial.com)
CAMPAIGN IMPACT
CAMPAIGN OUTCOMES ü The campaign exceeded direct engagement estimates by 400%
ü Me FiRi Ghana’s twitter account gained an additional 400+ new followers
ü Campaign built a fan base of 2,138 users using #LetsGoalGhana on instagram
ü #LetsGoalGhana was featured on VOX Africa TV, broadcast to 23.8 million households
ü Campaign was screened on BT Sport Not in Rio digital media UK Television Programme
ü #LetsGoalGhana directly engaged 3 million users, with 4.6 million impressions over 21 days
ü Campaign engaged and gained positive presence in UK, USA, Ghana, Canada, Germany,
France and Brazil respectively.
ü #LetsGoalGhana was a key driver for the Ghana vs USA World Cup game becoming the most
talked about game on social media in the first two weeks of the World Cup!
ü According to the Wall Street Journal, Samsung’s #Galaxy11 social media campaign engaged
4.7 million users in 10 months. #LetsGoalGhana reached 3 million users in 21 days!
WHAT’S NEXT?
The Nkrumah The Future of Ghana
We offer business development consultancy services. We consult individuals, brands and organisa=ons recommending investment opportuni=es and tailored strategies to engage Ghana and African communi=es. If you’d like more informa=on or to engage our service we’d like to hear from you.
Ben Antwi R: Director of Communica=ons: E: [email protected]
Contact us E: [email protected] W: www.mefirighana.com