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The use of branding strategies to increase the uptake of modern contraception among Kenyan youth

Research Paper • Alejandra Leyton, Paul Hutchinson and Anastasia Mirzoyants, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 15-26

Building brand equity is a strategic process that can boost normative and behavior change campaigns. However, the use of brand equity within the social and health sciences remains an under-researched field in lower income countries.

Kenya National Bureau for Statistics: Count Me In - 2019 National Census for Kenya

Case Study • SABRE Awards, Africa, 2020

Kenya National Bureau of Statistics (KNBS), a government department, created a tailored social and traditional media campaign to engage with Kenya's diverse population.

Safaricom PLC: Fuliza

Case Study • SABRE Awards, Gold, Africa, 2020

Safaricom, a mobile network operator, created an overdraft service in Kenya to help customers complete transactions when they have insufficient funds in their account.

Equity Group PLC: Wings To Fly

Case Study • SABRE Awards, Platinum Finalist, Africa, 2020

Equity Group, an investor relations service, used local and religious leaders to promote its Equity Leaders Program in Africa which helps provide education to children that can't afford it.

East African Breweries Limited: Launch of White Walker by Johnnie Walker

Case Study • SABRE Awards, Gold, Africa, 2020

East African Breweries Limited, a beverage company, partnered with HBO Network to produce a limited-edition whisky in Kenya, inspired by the critically acclaimed TV series, Game of Thrones.

United States International University Africa: Pharma students to demonstrate

Case Study • SABRE Awards, Gold, Africa, 2020

United States International University Africa, launched a digital media campaign featuring influencers to dispel myths about the university.

Nearly 75% of consumers want brands to avoid fake news media

Data • Rob Clapp, WARC Data Points, February 2020

An overview of consumer opinion on brands advertising on fake news media across 28 markets.

The alchemical marriage of big data and qual

Research Paper • Victor Ikawa and Sergey Sheykhetov, ESOMAR Conference papers, Fusion, 2019

Safaricom, the telco, effectively used AI algorithms in tandem with classic qual and quant surveys to study its customer base in Kenya.

Kenya, Second screening by device

Data • Annika Chauhan, WARC Data Points (GlobalWebIndex), October 2019

An overview of second screening by device in Kenya since 2017.

Eight trends in African navigation

Article • Euromonitor Strategy Briefings, September 2019

Looks at eight trends in African innovation including sustainability, going rural and creative paying systems.

Lifebuoy: #HelpAChildReach5

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2019

Lifebuoy, a soap brand, launched a handwashing initiative in India, Kenya and Indonesia to help prevent deaths of children aged under five by promoting hygienic handwashing routines.

Mobile internet cheaper but still unaffordable in Middle East and Africa

Data • Rob Clapp, WARC Data Points, June 2019

An overview of the cost of mobile internet in 51 markets across the Middle East and Africa between 2015 and 2018.

Kenya Airways: Launch of Direct Flight from Nairobi to New York

Case Study • SABRE Awards, Africa, Consumer Products/Services, Gold, 2019

Kenya Airways, an airline, launched its first non-stop flight to the US with wide media support both internationally and in Kenya.

F5: Cloud Africa

Case Study • SABRE Awards, Africa, Business-To-Business Marketing, Gold, 2019

F5, an application services company, launched a research report and used its findings as PR material to increase awareness of its cloud capabilities in Africa.

Safaricom plc: Chapa Dimba Na Safaricom

Case Study • SABRE Awards, Africa, Consumer Marketing (New Product), Gold, 2019

The Chapa Dimba Na Safaricom Football Tournament, a national football tournament, increased awareness across Kenya by launching a series of press releases and feature stories, in addition to offering a trip to London as the grand prize.

MultiChoice Kenya: MultiChoice Talent Factory

Case Study • SABRE Awards, Africa, Corporate Social Responsibility, Gold, 2019

Multichoice Kenya, an entertainment company, launched a series of events and press releases to increase awareness of its Multichoice Talent Factory (MTF), which aims to increase production of local film content in Africa and improve employment rates.

Safaricom plc: Blaze by Safaricom

Case Study • SABRE Awards, Africa, Consumer Marketing (Existing Product), Gold, 2019

Safaricom, a mobile network company, raised awareness of its youth platform BLAZE in Kenya, East and Central Africa by creating media launches featuring influencers, experiential events and TV show promotion.

Export Promotion Council, Kenya: #kenyatradeweek

Case Study • SABRE Awards, Africa, Special Event/Sponsorship, Gold, 2019

The Export Promotion Council, Kenya’s premier institution in the development and promotion of export trade, launched the second Kenya Trade Week event by organising 70 exhibitors from different organisations to attend.

Amaize: Treat Yourself

Case Study • Saracen PHD, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

Amaize, a premium maize product, used TV ads and social media to increase sales in Kenya.

Kenya, Media consumption overview, 2017-2018

Data • WARC Data, August 2018

This report provides an overview of media consumption trends in Kenya between 2017 and 2018.

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.

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.

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.

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.

Nearly half of consumers will delay purchases until COVID-19 outbreak is over

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), April 2020

An overview of delayed purchases during the novel coronavirus (COVID-19) outbreak across 17 markets.
Half of consumers to shop online more after COVID-19

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), July 2020

An overview of consumer activities after the novel coronavirus (COVID-19) outbreak ends, including shopping online, exercising at home, using mobile payments and using food delivery services.
Consumers are more approving of COVID-related advertising than "normal" campaigns

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), April 2020

An overview of consumer approval of brands advertising their COVID-19 response and how they are helping customers compared to approval for brands running "normal" campaigns unrelated to COVID-19.
Global advertising spend to fall by 8.1% in 2020

Data • Rob Clapp, WARC Data Points, May 2020

An overview of advertising spend forecasts for 2020 by market, product vertical, media and format.
Half of millennials are using e-commerce more and plan to continue after lockdown

Data • Rob Clapp, WARC Data Points, June 2020

An overview of shopping channels used globally during the novel coronavirus (COVID-19) outbreak.
The impact of advertising on market share: Controlling for clutter, familiarity, and goodwill decay

Article • Nicholas De Canha, Michael Ewing, and Ali Tamaddoni, Journal of Advertising Research, Vol. 60, No. 1, 2020, pp. 87-103

The advertising-sales relationship remains paramount. This study, believed to be the largest that focuses on automotive sales and advertising, investigates ceilings and thresholds by optimizing budget allocations among media.