As the internet continues to develop across Africa, marked in particular by growing use of social media, digital marketing is becoming increasingly important in corporate strategies. Brand content, digital campaigns, influencer marketing… In 2018, brands in French-speaking Africa embraced communication channels 2.0.
The rise of web series
In a rapidly changing Africa, advertisers must adapt their communication methods and adjust to an increasingly connected target audience.
In recent years, web series have made their appearance in advertising in French-speaking Africa.
In 2018, with the support of the Publicis West Africa group, the Nestlé group chose to associate its Maggi brand with a new series designed for the web: Yelo Pèppè! As a brand content initiative, the group associated the faces of five African women with one of its flagship products: Maggi bouillon cubes. Produced in English and French, the web series allows the Nestlé group to assert its positioning as a brand committed to promoting healthy eating to an audience based in West and Central Africa.
In the digital world, web series developed as brand content are an increasingly popular tool in French-speaking Africa. From fiction to reality TV, they create a regular and privileged meeting place between brands and consumers. Created in a short format, web series are adapted to the constraints of the web and are inexpensive for brands to produce.
In Senegal, web series are a highly coveted format for brands such as Patisen, which stands out on the web with its web series "Adja." Produced by the Senegalese platform Marodi, Adja is a sitcom designed around one of the brand's flagship products, culinary bouillon, and broadcast during Ramadan. With nearly 50,000 subscribers following the episodes of the series on YouTube, Patisen tells its story through the protagonists of the series and stands out among an online audience.
Read: Brand Content: African brands tell their stories in web series
Influencer marketing
On the sidelines of the 2018 FIFA World Cup, the sporting event of the year, brands have also chosen to stand out by taking advantage of the opportunities associated with one of the most publicized global events.
To capitalize on the excitement of the World Cup, the Totem Experience agency chose to support the Coca-Cola brand in an influencer marketing campaign. For the occasion, the Ivorian agency, in partnership with the brand, offered content specially designed for the African digital market.
For this campaign, influencers from across the continent were selected and mobilized to partner with the Coca-Cola brand. Around three key events—the 2018 FIFA World Cup, Ramadan, and Father's Day—the influencers shared their daily lives and passions with their communities, promoting the brand's products through a hashtag launched on Facebook and Instagram: #ShakeYourCup. This campaign, led by African web personalities, enabled the Coca-Cola brand to strengthen its digital visibility on the continent.
Read: Africa has won the digital World Cup!