Jumia: Black Friday

Fabio Medeiros, Maha El Hawari, Leila Katrib

Jumia, an e-commerce brand, launched a campaign in the Middle East and Africa to drive awareness and relevance, achieve 25% sales growth, and achieve a 20% growth in gross new customer orders.

Campaign details

Brand: Jumia Brand owner: Jumia Entrant company: VMLY&RIdea creation: VMLY&R Market: Egypt Sector: Online retail Media channels: Email marketing, Social media, Radio & audio, Television & Connected TV Budget: 1 - 3 million

Executive summary

Jumia is one of the biggest e-commerce players in Egypt. However, as competition within the category intensified, and international giants aggressively entered Egypt, Jumia had to focus on new customer acquisition, lifetime value and overall sales growth to remain competitive. Even more so during one of the...

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