Exciting new digital marketing agency Arora Online has successfully conceptualised and executed a multinational influencer marketing campaign with a paid media element for Africa’s Business Heroes.
Africa’s Business Heroes is a philanthropic initiative to support African businesses, and is run by the Jack Ma Foundation in partnership with Alibaba Philanthropy.
The campaign kicked off in May and was led by a group of 12 business and entrepreneurship content creators, speakers and coaches from across Africa.
Due to the huge success of this first campaign, Alibaba enlisted Arora Online to manage two more campaigns for their Africa’s Business Heroes project.
The influencers chosen were 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.
Thanks to these influencers, as well as the work done by Arora Online, the campaign was a huge success.
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 – also accrued over 703,000 pieces of engagement across the board, including link clicks.
The campaign achieved an overall engagement rate of 7%, and almost 2,000 registrations were received, too.
This shows that the content landed well with the target audience, and 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.
Choosing the right influencers
One of the most important requests from the Jack Ma Foundation was to ensure the campaign connected with business enthusiasts and entrepreneurs across Africa who are serious about growing their businesses and making an impact in their local economies.
Making use of a 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 Up Tribe, Mariama Ndiaye.
- Local serial entrepreneur, Uzzair Essack.
- Top YouTuber Mpoomy Ledwaba.
- Social media content creators Meryem Derni and Cynthia Kibangou.
Speaking on the success of the campaign, Phoebe Mutetsi, Marketing Manager of the Africa’s Business Heroes project said: “Our March to May application Campaign had an extensive reach, on account of our partnerships with influential individuals online.”
“The Africa’s Business Heroes community is growing, and more and more impact-led African entrepreneurs are aware of our initiative. They are engaged and are participating.”
Mutetsi added: “This year we received a record-breaking 27,267 applications to our annual $1.5 million prize competition, and 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.”
Choose Arora Online
Arora Online is a red-hot digital marketing agency with capabilities in paid media marketing, influencer campaign development and execution, social media management, TikTok marketing and SEO.
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