Africa

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Ol Pejeta Conservancy: The Most Eligible Bachelor

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Ol Pejeta Conservancy, a non-profit wildlife conservancy, successfully raised funds for its white rhino conservancy efforts by creating a tinder profile for the world's last male white rhino, in Kenya.

Trust Condoms: #KuwaTrue podcast campaign

Case Study • Marion Wanyoike, WARC Awards, Entrant, Effective Content Strategy, 2018

Trust, a condom brand, used podcasts and social media to connect with young people and increase sales in Kenya.

Nyoa Ki Pro Na Gillette (Shave Like A Pro Using Gillette)

Case Study • SABRE Awards, Gold, Fashion And Beauty, Africa, 2018

Gillette, a razor brand, retained its market share and increased consumer loyalty by creating an influencer and social campaign in Kenya.

The National Integrity Alliance: The Red Card campaign

Case Study • SABRE Awards, Gold, Eastern Africa, Africa, 2018

The National Integrity Alliance, an organisation made up of four Kenyan-run civic organisations, launched the #RedCard campaign in Kenya to challenge the re-election of leaders who fell short of ethical standards.

Mastercard's MasterPass QR - Kenya Launch: A hands-on approach to technology

Case Study • SABRE Awards, Gold, Business-To-Business Marketing, Africa, 2018

Mastercard, an American multinational financial services corporation, launched a campaign in Kenya to market its Masterpass QR digital payment solution.

Google dials down search app for Africa

News • 13 April 2018

NAIROBI: Google has released a search app designed to take account of the prevalence of lower-end devices and slower connections across much of Africa and which allows consumers to use local languages.

David Sheldrick Wildlife Trust: Hello in Elephant – Helping save the species by saving the endangered language

Case Study • Matt Simms, WARC Awards, Gold, Effective Innovation, 2018

David Sheldrick Wildlife Trust, a charity based in West Africa, created Hello in Elephant, a world-first human-elephant translator.

Jumia Party Kenya: Online drinks delivery service

Case Study • Allen Kambuni, Kenneth Kiguru, Jonah Otieno and Maryanne Montet, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2017

Pernod Ricard Kenya and Jumia Food partnered to launch beverage delivery service Jumia Party.

Lifebuoy: Help a Child Reach 5

Case Study • Effie Worldwide, Silver, North America Effies, 2017

This case study looks at how Lifebuoy, a soap brand, created a social movement in India, Indonesia and Kenya to save children's lives by building awareness and changing handwashing behaviour.

Faraja Cancer Support Trust: Help, Hope, Life!

Case Study • SABRE Awards, Gold, Africa, Non Profit, 2017

Faraja Cancer Trust, a cancer charity in Kenya, turned a corner in awareness and action on cancer by telling a compelling story about the disease in Kenya and positioning itself as a place of information, comfort and support for cancer patients.

Colgate: My #ColgateSmilefie

Case Study • SABRE Awards, Gold, Africa, Eastern Africa, 2017

Consumer products company Colgate-Palmolive created awareness around dental hygiene and promoted tooth brushing by offering Kenyans free dental screenings for the duration of its inaugural Oral Health Month initiative.

Dstv: Lion Guard – Return of the roar

Case Study • SABRE Awards, Gold, Africa, Special Event, 2017

MultiChoice Kenya, a video entertainment and internet company, successfully raised awareness of Disney's new animation series by hosting an exclusive pre-release screening.

How Safaricom reconnected with Kenyan youth

Article • Brian Carruthers, Event Reports, Qual360, February 2017

This event report describes how Safaricom, a Kenyan mobile operator, reframed its relationship with millennial consumers by creating a new brand, Blaze, that would celebrate unconventional success.

How M-KOPA became a global social enterprise brand

Case Study • SABRE Awards, Gold, EMEA, Reputation management, 2016

M-KOPA, the leading 'pay-as-you-go' energy provider to off-grid homes in Kenya, achieved commercial success with its story-led 360-degree campaigns at both national and local level supported by endorsements.

Kenyan Ministry of East African Affairs, Commerce and Tourism: Make it Kenya

Case Study • SABRE Awards, Gold, EMEA, Travel and tourism, 2016

Kenya successfully challenged its negative reputation with a global media outreach campaign.

How brands can succeed in Africa

News • 13 July 2015

LAGOS/NAIROBI: Africa presents huge opportunities for FMCG companies as long as they learn from the experience of brand pioneers and follow four key rules, a new research paper from McKinsey has advised.

How Safaricom is using mobile to reach low-income consumers

Article • Low Lai Chow, Event Reports, Mobile East Africa, February 2014

This event report addresses how Safaricom, the telecoms company, is helping transform the lives of customers and communities in Kenya.

Research Fusion: Merging public health, consumer and healthcare market research to inform health initiatives in developing countries

Research Paper • Melissa Moodley, Colin Baker, Greg Zwisler and Evan Simpson, ESOMAR, Congress, Istanbul, September 2013

This paper explains how PATH, a non-profit health-focused organisation, utilised healthcare market research in a public health campaign.

Youth Mobile World! A multi-country comparative case study of mobile use among young people

Research Paper • Anastasia Mirzoyants and Aneta Guenova, ESOMAR, 3D Digital Dimensions, Boston, June 2013

This paper describes results of a mixed-method study among youth in seven media markets that aimed to understand young people's use of mobile media.

Lifebuoy: Saving lives with soap

Case Study • Saji Abraham and Pooja Rawat, WARC Prize for Innovation, Longlisted, 2013

The hygiene and cleansing brand, Lifebuoy, wanted to address the problem of two diseases afflicting the world's poorest children, namely pneumonia and diarrhoea, which together account for an estimated 2.1 million child deaths every year.

Nestlé positive on Africa

News • 07 December 2012

NAIROBI: Nestlé, the packaged food group, is heightening its focus on African markets like Kenya, Ethiopia and Angola, in the belief they hold considerable long term potential.

Children's attitudinal reactions to TV advertisements: the African experience

Research Paper • Ayantunji Gbadamosi, Robert E. Hinson, Eddy K. Tukamushaba and Irene Ingunjiri, International Journal of Market Research, Vol. 54, No. 4, 2012, pp. 543-566

This paper is aimed at exploring African children’s attitudinal reactions to television advertisements.

Brand owners adapt in Africa

News • 10 April 2012

NAIROBI: Heineken, Diageo and Coca-Cola are among the firms adopting bespoke strategies to gain ground in Africa, a study by Bain & Company, the consultancy, has argued.

IJMR Young Research Writer award 2011 Finalist: Ownership and change - a case study of action research in Kenya

Research Paper • Rosie McLeod, International Journal of Market Research, Vol. 54, No. 1, 2012, pp. 21-27

A runner-up finalist entry to the first IJMR Young Research Writer award. In this, the author demonstrates how research can be used to facilitate learning, insight and programme management in an emerging economy through the case study of a Kenyan charity: Sponsored Arts for Education (SAFE).

Mobile and digital technology and the application of needs-based research in sub-Saharan Africa

Article • Julia Gichuri, WPP Atticus Awards, Merit, 2011

Africa lags behind the developed world in adoption of digital communications but, as the growth of mobile technology in South Africa, Kenya and Nigeria shows, the situation is rapidly changing.

The State of the Industry: Mobile marketing in EMEA 2018

Article • WARC Data, August 2018

Summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
Absolut Vodka: One Source

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Absolut Vodka launched the One Source campaign in South Africa, which sponsored the launch of a new hip-hop album through a documentary, music video and limited edition bottles.
Jameson Irish Whiskey: Jameson Connects

Case Study • SABRE Awards, Gold, Western Africa, Africa, 2018

Jameson, a whisky brand, launched a campaign to establish itself in Nigeria and increase market share.
David Sheldrick Wildlife Trust: Hello in Elephant – Helping save the species by saving the endangered language

Case Study • Matt Simms, WARC Awards, Gold, Effective Innovation, 2018

David Sheldrick Wildlife Trust, a charity based in West Africa, created Hello in Elephant, a world-first human-elephant translator.
Keep calm and carry on: How to manage a social media crisis

Article • Michael Oelschig, Market Leader, Quarter 1, 2018, pp. 42-45

Social media crises are an increasingly common issue and can be managed by dividing the response into four key stages.
Barbie: Imagine The Possibilities

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2017

This case study shows how Barbie, the toy brand, reversed declining sales in the US using a social media campaign focused on the doll's aspirations rather than her looks.