Budget 2014 Jam

While still regrouping from the recent online campaign we powered for YouWIN! 3, an initiative of the Federal government of Nigeria, which resulted in such phenomenal success polling a total of 9,542 views (for YouTube uploads), 42,156 clicks and a whopping 10,725,146 impressions across all frontiers (Facebook, Google, YouTube and 2,929 high-traffic sites), we were once again beckoned to come aboard a rescue mission.

IBM, a multinational concern, had planned a confab in conjunction with the Finance ministry to engage Nigerian Youths on Budget 2014. The interactive session was billed to hold from March 4 to 6, 2014.

With the technological resources of IBM, in concert with the expertise of local technocrats, all seemed to have been set for the programme. But, alas, very few of the people whom the programme was meant for – Nigerian youths – were in the know about it. And without them participating, there would be no session. To make matters worse, 7 days to the programme, barely 50 persons had registered.

It was at this point that we were summoned to deploy our expertise to create a buzz online about the event so as to create awareness and drive signups. It seemed an uphill task, but we decided to take it up.

We approached the campaign from three focal strategies: firstly, we viraled the Jam 2014 message online targeting virtual media, forums and blogs. At the end of our deployment, the news was published on more than 20 news sites and online forums to thousands of reading audience.

Secondly, we also advertised the Jam on Facebook, targeting the specified demographics. At the end of the short campaign, the Facebook adverts had reached 533,909 Nigerian youths; thus generating a total of 789,129 Impressions, 34,247 Clicks, and 8,490 Actions from 7,342 persons.

The third strategy we used to spread the Budget 2014 Jam message relied heavily on Twitter. We created a Twitter account for the event with the ID @Budget2014Jam, which was manned by a two-man team running two shifts across the days. In addition, we engaged 45 Twitter Influencers (Influencers are individuals with more than 10,000 followers) to tweet and retweet about the event using the hashtag #Budget2014Jam.

At the end of the campaign, we had generated more than 2,500 tweets from the handle and Influencers, reaching 858,119 Twitter accounts and recording a gaping 8,686,476 impressions!

For a campaign that lasted just 6 days, these are all mind-blowing statistics. And we are so proud of this feat; hence, our sharing with you as it is our custom.

While we are grateful to God for positioning us for patronage and enabling us for excellent delivery, we are also mindful of you our stakeholders and wish to thank you for your goodwill, patronage and referrals.

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