Case study

EasyStarter: amplifying a bigger offer without sounding like an ad

Memes, short videos and a drip of comedy influencers to grow awareness of the You & Me offer.

2 to 5

Special numbers on offer

YouTube + Instagram

Primary channels

Influencer-led

Drip approach

Overview

The brief

Etisalat Nigeria engaged Shakara Digital to amplify the EasyStarter tariff plan and build engagement around its key differentiator, You & Me.

Increase awareness of the enhanced offer, which expanded special numbers from 2 to 5.

Engage target audiences with culturally relevant, non-intrusive content.

Drive measurable social metrics across YouTube, Instagram and other platforms.

Strengthen brand affinity without appearing overtly promotional.

What we did

How we made it happen

Messaging and content

We wrote a messaging document to keep communication consistent and audience-centric, then created memes and short videos that entertained while reinforcing the new offer. The work complemented Etisalat’s TV commercial featuring Francis Odega.

Influencer-led cascade

Instagram comedy influencers shared the memes and videos in a drip, placing them in relatable everyday scenarios so the campaign felt organic rather than gimmicky.