Turning a Programme Launch into a High-Reach Digital Campaign
How KWETU combined audience targeting, executive-led content, paid media and social amplification to build momentum around the NSE Ibuka Programme launch.
Launching a programme was only the beginning.
The Nairobi Securities Exchange was launching Ibuka, a programme supporting businesses through incubation and acceleration, and needed to build awareness among relevant audiences across digital channels.
The campaign needed to reach defined audiences, generate engagement, direct audiences towards programme information and create momentum around the official launch.
- Relevant audience reach
- Programme awareness
- Engagement and amplification
- Content and audience testing
From broadcasting to targeted digital marketing.
KWETU approached the launch as a data-informed digital awareness campaign rather than simply a programme announcement.
Growth, direction and potential.
The original campaign artwork positioned Ibuka around strategic growth, innovation, change and business improvement.
The numbers tell the story.
We tested. We learned. We optimised.
Different formats, captions, calls-to-action and audience segments were tested. The campaign identified video as the strongest awareness format tested and recommended continued rotation and optimisation.
The campaign therefore became more than a launch announcement: it created performance data that could inform subsequent digital activity.
Multiple platforms. One campaign.
Facebook, X and Instagram played complementary roles in awareness, engagement and amplification.
Understand the audience. Build the message. Test the creative. Optimise the next move.
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KWETU combines strategy, creative, media and data to help organisations reach the people who matter.
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