SA & UAE App Registration Influencer Campaign
“It was an amazing campaign! Weslee has been great and all went well. The campaign management was very efficient and the challenges we faced were tackled professionally and effectively. The results of the campaign are fantastic! We got more than 2000 users. I wish you had a branch in the UAE!”
Sana Choyakh, Marketing, and User Acquisition Strategist.
LET’S SHINE SOME LIGHT ON THE MATTER
Wing.Studio’s mission is to help young people enter the world of work by bridging the gap between entry-level job seekers and employers. Their profile-building platform empowers young people to capture the skills they develop through personal and professional experiences and showcase them to prospective employers in a real-time, evidence-based, professional social media profile.
A challenge Wing.Studio faced was not only encouraging South African and UAE Gen-Z’ers to download the app and also prompting them to register on the platform.
After Arora Online did some digging it became apparent what would most likely be the solve. From South Africa to the United Arab Emirates, pinpointing influencers who the target audience would listen to for advice.
THE LIGHT BULB MOMENT
Talking Gen-Z language is a totally different ball game and we were prepared to hit a home run!
Arora Online took on this challenge by researching and liaising with influencers in SA and UAE who matched this highly specific target market and would provide powerful leverage to achieve Wing.Studio’s objectives. We curated tightly-crafted influencer video briefs inspired by each influencer’s popular content on Instagram and TikTok. The messaging focused on app downloads and registration CTA’s accompanied by engaging content generated by our influencers such as:
Platform benefits
App features
Guides for registration and profile set-up
App and platform reviews
As an app targeting Gen Z job seekers, it was crucial to select influencers who resonate with this audience and could effectively convey the app’s purpose. We carefully selected influencers with a strong presence in the entry-level job seeker niche, ensuring that their content aligned with the values and interests of our target audience.
Additionally, since the app’s geographical footprint was focused on SA and UAE, it was important to select influencers who had a strong local following and could effectively reach our target audience in each region. By choosing influencers who speak directly to the interests and needs of our target audience, we were able to successfully drive deeper levels of engagement.
Finally, to achieve the desired impact and ensure that the campaign message was seen by the right audience at significant scale, we backed the campaign with a potent paid media strategy. Our paid media experts were able to amplify the reach of the influencer content and increase the visibility of the campaign. The paid media efforts allowed us to reach a wider audience beyond the organic reach of the influencers, and effectively convert interested individuals into active Wing.Studio app users. The combination of influencer marketing and paid media proved to be a powerful strategy in capturing the attention of the target audience whose engagement ultimately turned into conversions in the form of app downloads and Wing.Studio platform registrations.
YOU CAN’T MAKE LIGHT OF THESE STATS
The Wing.Studio campaigns in UAE and SA were highly successful in creating brand awareness, and deepening relationships between Wing.Studio and its followers, and achieving their key objective of driving registrations.
In the UAE, the campaign generated over 1.75M video views on both TikTok and Instagram, along with 1.29M impressions. The campaign resulted in over 4 000 registrations on the platform, which was a significant accomplishment. The impressive engagement levels left a lasting impact on the audience, leaving them eager to learn more about the platform and what it can offer for their future careers.
Similarly, the Wing.Studio SA campaign received 1.28M video views on TikTok and Instagram, with 1.46M impressions. The campaign generated 40 226 engagements (likes, comments, saves, and shares) resulting in an engagement rate of 3.13%, significantly beating the industry average of 0.95%. The campaign achieved its objective of driving registrations, with over 6 000 platform registrations from the campaign.
ARORA ONLINE SERVICES
Conceptualised & strategised the influencer marketing campaign strategy
Sourced top South African and UAE influencers to execute the campaign
Overall campaign and influencer management
Paid media strategy & implementation
Interim & post campaign reporting
