Influencer Campaign
Our March to May Africa’s Business Heroes (ABH) application Campaign had an extensive reach, on account of our partnerships with influential individuals online. The Africa’s Business Heroes community is growing. More and more impact-led African entrepreneurs are aware of our initiative. They are engaged and are participating. This year we received a record-breaking 27,267 applications to our annual $1.5 million prize competition. 34% of these were female applicants. The highest since the competition started in 2019. We are incredibly appreciative to the influencer community, our partners, and all those who dedicated their talent and time to support this outstanding campaign.
Phoebe Mutetsi, Marketing Manager of Alibaba’s Africa’s Business Heroes
LET’S SHINE SOME LIGHT ON THE MATTER
Arora Online was thrilled to do our first campaign for ecommerce giant Alibaba, who hired us to work on their philanthropic initiative, Africa’s Business Heroes. We successfully conceptualised and executed this multinational influencer marketing campaign and oversaw the paid media element.
The campaign was led by a fine selection of 12 business and entrepreneurship content creators, speakers, and coaches from across Africa. The influencers are individuals who have established an authentic, attentive, and loyal social media audience by sharing valuable information and tips for budding entrepreneurs via their social media platforms.
Arora Online was also responsible for curating tailored influencer briefs to achieve the following objectives:
– Build awareness of the opportunity among African entrepreneurs
– Drive website traffic to the registration page
– Foster engagement for ABH content
– Encourage applications
THE LIGHT BULB MOMENT
One of the most important asks from the Jack Ma Foundation was to ensure we connected with business enthusiasts and entrepreneurs across Africa who are serious about growing their business and making an impact on the local economy.
Making use of thorough influencer research, plus our powerful influencer database and strong influencer relationships, Arora Online onboarded the likes of former Coca-Cola marketing manager, Mahmoud Mustafa from Egypt; Nigerian TV personality and media mogul, Toyin Abraham; Senegalese Financial Educator and founder of The UpTribe, Mariama Ndiaye; local serial entrepreneur, Uzzair Essack; top YouTuber Mpoomy Ledwaba as well as social media content creators Meryem Derni and Cynthia Kibangou to name but a few.
These influencers successfully connected with their followers and the wider audience (thanks to our paid media bolstering of their content) which is evident by virtue of the stats, as well as the client indicating that this year they achieved their highest number of registrations ever.
YOU CAN’T MAKE LIGHT OF THESE STATS
The campaign was a huge success, and the proof is in the pudding: over 10 million individual accounts were reached across Instagram, Facebook, Twitter, LinkedIn and TikTok. The content – which consisted of short-form videos – was viewed over 10 million times across the big 5 platforms.
Of course, engagement is the butter to the bread, so over 703 000 pieces of engagement across the board, including link clicks, is a stellar result. The campaign achieved an overall engagement rate of 7%, indicating that the content landed extremely well with the target audience.
Through this campaign, almost 2 000 registrations were achieved directly from the influencer content. This speaks to the impact of hand-picking the right influencers, as well as choosing an agency that understands how to tactically develop and execute influencer campaigns.
ARORA ONLINE SERVICES
Sourced top influencers from across Africa to execute the campaign
Overall campaign and influencer management
Paid media strategy and implementation
Interim and post campaign data analysis
