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Optism Case Study Sprite Nigeria

Optism
Optism

Sprite Nigeria ran a Facebook campaign to promote its annual talent competition focusing on basketball, dance, and music. The campaign goals were to raise awareness of the competition and boost participation. Interactive text messages were sent to an opted-in audience interested in sports, entertainment, and music. Over 100,000 messages generated over 22,000 responses with a 22% overall response rate and an 18% click-through rate to the Sprite Facebook page. Young people under 25 were most responsive to the campaign.

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Case Study / Sprite Nigeria 速 Showcasing talent and driving engagement via Facebook Campaign Solution Campaign Objectives Every year Sprite runs its Triple Slam talent competition focused on three key interests for Nigerian young people basketball, dance and music. The focus of this campaign was to raise awareness of the competition, and boost participation, as well as to drive deeper engagement through visiting the Sprite Facebook page. Campaign Results Over 100,000 messages were delivered over a 12 hour period with over 22,000 responses gathered from the initial message. The campaign generated a 22% Campaign Solution overall response rate and a huge 18% click-through rate to the Sprite Facebook Interactive text dialogue messages were page. What is noticeable, is not just the high degree of engagement and interaction sent to the mobile phones of an opted-in of the audience, but also the high level of quantifiable actions resulting from this audience who indicated they were campaign as indicated by the large traffic volume to the Sprite Facebook page. interested in sports, entertainment and 22% music. The first message asked people to identify their main interest (basketball, of message recipients responded overall dance or music). They then instantly received a second message focused on their interest and inviting them to the Sprite 6.5% of respondents clicked through to the Sprite Facebook page Facebook fan page to LIKE the brand. Replying to any dialogue message is Young people (under 18 and 18-25s) were most responsive always free. To find out what Optism can do for advertisers and mobile operators, visit optism.com

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Optism Case Study Sprite Nigeria

  • 1. Case Study / Sprite Nigeria 速 Showcasing talent and driving engagement via Facebook Campaign Solution Campaign Objectives Every year Sprite runs its Triple Slam talent competition focused on three key interests for Nigerian young people basketball, dance and music. The focus of this campaign was to raise awareness of the competition, and boost participation, as well as to drive deeper engagement through visiting the Sprite Facebook page. Campaign Results Over 100,000 messages were delivered over a 12 hour period with over 22,000 responses gathered from the initial message. The campaign generated a 22% Campaign Solution overall response rate and a huge 18% click-through rate to the Sprite Facebook Interactive text dialogue messages were page. What is noticeable, is not just the high degree of engagement and interaction sent to the mobile phones of an opted-in of the audience, but also the high level of quantifiable actions resulting from this audience who indicated they were campaign as indicated by the large traffic volume to the Sprite Facebook page. interested in sports, entertainment and 22% music. The first message asked people to identify their main interest (basketball, of message recipients responded overall dance or music). They then instantly received a second message focused on their interest and inviting them to the Sprite 6.5% of respondents clicked through to the Sprite Facebook page Facebook fan page to LIKE the brand. Replying to any dialogue message is Young people (under 18 and 18-25s) were most responsive always free. To find out what Optism can do for advertisers and mobile operators, visit optism.com