Our client launched an app with a mission to give people more control over their mobile privacy, and we were tasked with creating and launching an acquisition campaign in Nigeria. We used audience insight to establish that mobile data is a lucrative offering amongst our target audience. We came up with a referral campaign that saw us use small amounts of mobile data as an incentive to download and refer friends to the app. We leveraged our network to build a team of Nigerians who were in each of our identified audience segments, to help ideate, conceive, and share messages at scale in conjunction with our advertising, which worked together to drive rapid word-of-mouth.
