Case study

Unveiling 9mobile: a brand migration handled in public

Protecting and amplifying a brand's reputation through the move from Etisalat Nigeria to 9mobile.

Trended

For several hours

12 hours

Of pre-launch teasing

Positive

Sentiment throughout

Overview

The brief

When the foreign partners in EMTS exited, Etisalat Nigeria had to become 9mobile, quickly and in public. Shakara Digital was engaged to manage and protect the brand’s online reputation through that transition.

Drive positive digital perception through the rebrand from Etisalat Nigeria to 9mobile.

Reassure stakeholders and investors of the company's resilience and business continuity through controlled online narratives.

Amplify the new brand identity across social, digital and online media while keeping sentiment overwhelmingly positive.

Guide digital and social communications, including influencer engagement, content direction and monitoring of online discourse.

What we did

How we made it happen

Narrative and content

We crafted a digital-first story that tied the new identity to local culture (“9ja”) and the company’s history with the number 9, backed by video, social posts, blogs and press-ready material.

Influencer and blogger activation

A tiered network of influencers and bloggers teased the new identity 12 hours before the official launch, building anticipation and positive conversation.

Integrated amplification

We worked alongside the PR, advertising, experiential and media buying agencies to keep messaging consistent, directing content releases, the theme song launch and multimedia assets.

Real-time monitoring

Social listening and sentiment tracking let us respond early, reinforce positive narratives and engage audiences directly while trust was being rebuilt.