How do we imprint on the hearts of unassuming potential consumers, the identity of an entirely new, novel and upcoming brand springing forth from a virgin industry?
AfroCab, an application that connects passengers directly with taxi drivers allowing customers to book with certainty every time is one of such brands and she sought to be embraced by thousands of drivers and passengers in Lagos and Abuja.
The existing transport system is increasingly growing incompetent in servicing the transportation needs of the Largest cities in Nigeria. Arguably, the youthful populace in Nigeria are almost entirely irresistible to incentivized campaigns, thus we took advantage of this making use of new age Digital Media Tools to reach and engage our target audiences.
Using one of our in-house digital advertising tools (PaidTrends), Syracuse Digital (the then official digital advertising agency for AfroCab) sought to employ our services to achieve this exciting task. We set out to launch a 1 Month social media campaign which sought to spread the word about the new brand solution, convenience offerings and ongoing brand promotions in a bid to gain digital reach and popularity. A trend conversation was initiated for fans and customers to ride on their exciting road-trip experiences with their network of friends using the hashtag, #GetAfro.
Conversations spiked almost immediately as fans quickly rode on the pseudo-organic trend. Creatively they crafted funny and factual tweets reporting their memorable experiences on Nigerian roads.
In the first 4 weeks of the campaign, the official Twitter account for AfroCab, @AfroCab saw an increase in followers of up 3,500 fans. In the same time the AfroCab android application downloads grew, between 5000-10000 on the Google play store alone.