CASE STUDY

Mpeke Town
Social Media Campaign

Promoting Private Sector

Agricultural Business Initiative (aBi) is a multi-stakeholder entity co-founded in July 2010 by the Governments of Denmark and Uganda with an objective of promoting private sector agribusiness development to enhance wealth creation in Uganda.

aBi partnered with Mediae and made a huge initial investment of over USD1.5m to produce drama episodes for Uganda’s audience, particularly farming families and urban youth in Central Uganda. The Broad objective is to improve farming family livelihoods, empower women and youth and protect the environment.

TASK

We were tasked with an assignment to come-up with PR and Marketing strategy to boost the Advocacy and Communications Unit in increasing awareness of “KABULONDA MPEKE TOWN” TV and Radio Drama series using online platforms; Facebook, Twitter, YouTube and Website.

Action

— Social Media Pages
— Weekly Posts
— Social Media Ad Buys
— Artworks Creation
— Influencer Campaigns
— Analysis & Completion Report

Cross-functionally collaborating with internal and external stakeholders to determine the most impactful content.

We posted/responded on particular topics or in response to other posts/comments. The postings took advantage of the best times to create engagement. Primarily, this included moderation and response to some of the questions raised by community members.

We worked with the aBi team to facilitate compelling answers or information. We took the responsibility of guiding communities on MPEKE TOWN social media accounts with confidence, using humorous but polite and non-abusive language.

Simultaneously managed multiple priorities in a fast-paced social media environment in real-time. Amplified brand ambassadors through connecting with and activating key social influencers to further the work of MPEKE TOWN

Through strategic content creation, we boosted growth of page followers and likes, in addition to collecting, packaging as well as providing strategic recommendations in their quarterly social media reporting analytics.

Results

Facebook

Along with the social media strategy development and implementation, we provided a high-level breakdown of facebook platform analytics. We aimed and provided for an effective social strategy that maintains and increases social popularity of Mpeke Town.

Twitter

Twitter is a micro blogging platform that enables the digital team to update the audiences on Mpeke Town news. Twitter has been an active platform because we used twitter influencers who have really helped to push word out there about the drama series with hashtag #MpekeTown.

A total of 8 twitter influencers where hired to run social media campaign of the HashTag #MpekeTown whenever the show was running on TV.They made posts about Mpeke Town drama series on their personal social media channels and generated large followings of enthusiastic engaged people who pay close attention to their views. The table shows the most popular accounts that tweeted about #MpekeTown the influencers with the highest impacts then top photographers are accounts who shared pictures about the launch.

YouTube

YouTube, just like the rest of the other social media platform, is one of the best ways to capture Mpeke Town Drama Series on video. With this channel, the viewers are able to relate more with the Series. The different episodes of the series where uploaded and then links are shared on our various social media platforms for views hence people got information about the drama series.

Artwork Design to Boost the Campaign

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