Industry
Media Entertainment
Media Entertainment
Product Description
A digital subscription-based (SaaS) VOD media offering with 60+ channels, including 10 original channels and 50 3rd-party studio channels, including Dreamworks, CNN, and Cartoon Network.
A digital subscription-based (SaaS) VOD media offering with 60+ channels, including 10 original channels and 50 3rd-party studio channels, including Dreamworks, CNN, and Cartoon Network.
My Role
Head of Marketing
Head of Marketing
Objective
To launch in the top 7 African countries, reaching subscription targets in each region.
To launch in the top 7 African countries, reaching subscription targets in each region.
Marketing Strategy
1) Brand Awareness, given the start-up nature of the company
2) Educational campaign to educate on subscriptions and product use
3) Channel campaign to showcase each channel's identity/offering
4) Monthly programming campaigns, to showcase new and exclusive content
1) Brand Awareness, given the start-up nature of the company
2) Educational campaign to educate on subscriptions and product use
3) Channel campaign to showcase each channel's identity/offering
4) Monthly programming campaigns, to showcase new and exclusive content
Target Market
Mid-income for all ages, but focused on 21-35. African-proud individuals who hustle their success and form part of a growing, vibrant African continent. Countries included Nigeria, Rwanda, Zimbabwe, Zambia, Kenya, Ghana, and South Africa.
Mid-income for all ages, but focused on 21-35. African-proud individuals who hustle their success and form part of a growing, vibrant African continent. Countries included Nigeria, Rwanda, Zimbabwe, Zambia, Kenya, Ghana, and South Africa.
Unique Selling Proposition
High-quality local and global content (some exclusive) at an affordable rate. Kwesé was the first media company to invest in high-quality local productions as well as bring never-before-seen studio entertainment to Africa.
High-quality local and global content (some exclusive) at an affordable rate. Kwesé was the first media company to invest in high-quality local productions as well as bring never-before-seen studio entertainment to Africa.
Delivered Elements
Print campaigns including billboards, magazine and newspaper
Radio advertising
Social media
Google paid advertising
Trailer video production
Educational videos
Engagement activations
On-the-ground activations
Print campaigns including billboards, magazine and newspaper
Radio advertising
Social media
Google paid advertising
Trailer video production
Educational videos
Engagement activations
On-the-ground activations
Outcomes and Successes
1) Launched in all 7 countries targeted
2) Launched Kweséfied, a storytelling production that sold to local airlines
3) Built the marketing department, processes, and team
4) Became a household brand name within 6 months
5) Building and maintaining strong relationships across regions and studios
6) First-to-market competitive customer engagements
1) Launched in all 7 countries targeted
2) Launched Kweséfied, a storytelling production that sold to local airlines
3) Built the marketing department, processes, and team
4) Became a household brand name within 6 months
5) Building and maintaining strong relationships across regions and studios
6) First-to-market competitive customer engagements