The Mastercard Foundation
To promote and amplify the authentic, long-form story The Village: Kyangwali to Africans, especially young women, in five target countries in Africa – Uganda, Rwanda, Ghana, Kenya and Senegal.
Uganda Social Media Tax: What does it mean?
At the beginning of 2019, the Ugandan Government instituted a social media tax on 60 online social platforms, resulting in the loss of more than 5 million of the country’s 18.5 million social internet users.
The initial campaign flight allowed for a beta test on audience online behavior across the Foundation’s social properties to better understand what content on which platform would optimize performance. The results showed:
- Even though Uganda was the top target country, it performed the lowest of the six due to the social media tax
- The lowest cost-per-click results were from Facebook video engagement
- While the lowest social engagement in the initial flight was among women, the organic post of female-centric content featuring Favourite Regina was the highest performing in 2019 at the time
For Phase 2, we refreshed our approach to deepen engagement on the ground in Africa based on our learnings from the beta test. We focused our efforts on women-centric targeting and creative, and bolstering the video assets across channels optimized for video streaming, including the first pre-roll campaign on YouTube. To combat the Uganda social media tax, we launched a one-month digital banner ad campaign with one of the top publications in the country, The Daily Monitor.
- 30% of visitors reached the bottom of the website landing page
- Average time on site was 4:17, far above the monthly average of 1:01
- Website traffic for Phase Two increased 80% over Phase One
- Drove 83% of all the Foundation’s website sessions during the entire month of May
- Google Search CPC averaged $0.01
- Out of 659,671 total video views, 37,514 (~6%) watched the entire video on Facebook; 84% of total video views were women on Facebook
- Women were six times more likely to watch and engage with a video with a female protagonist as opposed to a male protagonist