The $4B Mastercard Foundation is the single largest contributor to education in Africa, but its brand mission needed to change as the need for job creation became dire. According to the International Monetary Fund, population growth on the continent means that by 2035, more young Africans will enter the workforce each year than in the rest of the world combined. The Mastercard Foundation wanted to build the framework for an Africa-wide brand change campaign to reduce poverty by promoting its new strategy to employ 30 million young people by 2030.
After partnering with Ipsos Research in Africa on a detailed benchmarking message analysis, Proof developed a multipronged strategy for the Foundation’s Kenyan audience with paid and organic social media content and influencer engagement. Proof developed an integrated communications plan for the four core audiences — government policymakers, the private sector, funders/partners and African youth—by raising awareness of the Foundation’s country programming and initiatives. Proof also developed and tested the creative content to bring their new strategy to life.
Through paid social campaigns, Proof maximized Mastercard Foundation’s social media advertising budget to reach its core audiences while achieving the following ROI:
- More than 3.2K comments were received and responded to over the course of the campaign
- 35% of visitors scrolled to the bottom of the Young Africa Works Kenya webpage
- Influencer reached a total potential audience of 2.4M
- A 2.8% increase in followers in Kenya