Case studyInstitutions and development
MEST Africa Challenge 2020: one campaign, nine markets, two languages
A marketing playbook, anglophone and francophone campaigns and press relations that took a Ghana-based startup competition across the continent.
9 marketscovered in English and French
46 press mentionsby May 2020
150,000+LinkedIn reach, with engagement up 691%
The challenge
Run one consistent campaign across nine countries, in English and French, with country finals on different dates and different media in every market, as COVID-19 arrived in the middle of the season.
What we did
- Wrote the MEST Africa Challenge marketing playbook: messages, audiences, timelines and roles for every market
- Campaign calendars and content for each country final, in English for anglophone markets and French for francophone markets
- Press relations and media outreach in each market, with releases for applications, finalists and winners
- LinkedIn and social media campaigns aimed at founders, investors and partners
- Tracked attendance and results market by market in a shared master playbook
In pictures
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