2,362,721
Unique people reached
2,606,308
Impressions
+6,113
New Facebook page likes
30,000
SMS recipients
Overview
The brief
Lagos has an estimated 18,000 private schools, which account for over 70% of enrolment, yet only a quarter are formally approved and the quality of education they offer is often questioned. Shakara Digital was engaged to help DEEPEN raise awareness and make its media partners’ education coverage visible.
01
Increase awareness of DEEPEN's work among Nigerian stakeholders.
02
Make the education programmes aired by its media partners more visible.
03
Reach opinion leaders and high-reach online platforms.
What we did
How we made it happen
01
Plan and strategy
We developed a marketing support plan built around amplifying DEEPEN and its media partners through opinion leaders and online platforms with wide reach.
02
60 days on social
A 60-day campaign on Facebook, Twitter and Instagram promoted the education programmes aired by media partners.
03
SMS and radio
An SMS blast to 30,000 selected numbers built awareness. The programmes aired on three radio stations, each with bespoke creatives and call-to-action buttons linking to the station’s website.
04
Tweet chat and blogs
A tweet chat between a radio host and a DEEPEN representative publicised the initiative and drove traffic to the stations, while blog posts carried calls to tune in.
The results
What it delivered
01
Awareness of DEEPEN's work grew substantially across target regions.
02
The Facebook page gained 6,113 new likes, growing from 1,283 to 7,396.
03
It gained 6,131 new followers, growing from 1,284 to 7,415.
04
The ads reached 2,362,721 unique people nationwide and were viewed 2,606,308 times, reinforcing message recall.
Project gallery
