1 condom per follower & more: We list 6 of most exciting digital campaigns of 2013

by Uche Briggs

Olamide-BGEL-front

The marketing landscape is changing. As the media habits of a key demography changes, brands are forced to be just as fluid as consumers. The digital marketing scene has been quite active in the past. Here is a list of some of our great digital marketing moments/campaigns.

Frank Donga

“Yes ma. No Ma. It is visa. I apply online. I have done the application online.”

GTBank exploited the creation of viral content to market their social banking service by creating the Frank Donga character. The hilarious videos were spread rapidly and helped build brand equity. The character is complete with a personal Twitter account. Remarkable stuff.

The subtle marketing of the social service by the bank also serves a guide on how to create digital marketing content – be interesting and not pushy. Without a shadow of doubt, GTB remains the best brand exploiting the digital marketing space with the NdaniTV creating consumable content.

For a financial institution, they sure do a remarkable job!

#GunManPose

Created by mercurial photographer and creative director, August Udoh, the album art for the Baddest Guy Ever Liveth, Olamide, assumed a life of its own with the artist driving it on Instagram. Fans, celebrities, and even Spongebob went in on the frenzy. As at the time this article went to the digital press, the #GunManPose hashtag had about 3,335 posts on IG.

The online shopping company, Konga, took it a new level with the #BaddestSalesEverLiveth to market their Nigerian digital equivalent of Black Friday. Indeed, the Konga campaign was hugely successful. The #GunManPose has shown us that the possibilities are endless when pop culture meets digital media.

Durex

The young but remarkable team at Utopia Media have pushed the boundaries with their digital marketing campaign for Durex. The socially responsible brand adopted a category wide approach to spread the word about the deadly HIV virus whilst donating a condom per engagement from their followers.

Different platforms like Twitter and Facebook have been harnessed to both fight the scourge and rightly position the brand. One also gathers that their Pleasure Parties are quite, errm, pleasurable.

I should get an invite next time, no? 

#ColourfulWorldOfMore

With the life expectancy of Nigerians dropping and the bulk of the Guinness TG trapped in the older age group, the brand was tasked with the job of recruiting the younger generation to preserve their market share within the broader beer category. After trying with the “Come Sit at The Table of Men” campaign, something more dramatic was needed.

The #ColourfulWorldOfMore campaign was strategically designed to capture the young demography. The concert, which is arguably the best ever in Nigeria, was streamed live. The digital marketing utilized was also disruptive and at some point irksome.

But it worked. Clinically executed. Remarkable stuff.

Pepsi Do it Like Beyonce Dance Contest

Who can go wrong by being associated with Queen Bey?

Pepsi wasn’t going to take a chance. The engagement promised a chance to see Beyonce at her Mrs. Carter show in New York simply by uploading on YouTube and sharing the link on the Pepsi Facebook page.

Yes. They have gained over 213,000 likes on Facebook.

MTN Karaoke

Enlisting the help of the celebrity king of social media in Nigeria – Don Jazzy, MTN created a campaign to help promote the online sharing of content with the Karaoke competition with a brand new Porsche and a recording contract as star prize.

Great way to use a celebrity in his natural habitat.

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Uche Briggs writes from Lagos. Find him on Twitter @UcheBriggs

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