5 trends (relevant to Africa), accelerated by COVID, that will affect marketing in the long term

3. 28 July 2021 | Nairobi, Kenya
vikas.mehta@ogilvy.africa | @vikipedia77
500 days. A lot has
changed.
Some changes are
HERE TO STAY
5 lessons we’ve learnt, that
affect your business

4. Rise of the app economy in Africa
Business, Marketing and Apps are no longer mutually
exclusive

5. Social issues are no longer a
spectator-sport for businesses
People wish to buy from like-minded companies and want to know
where you stand on issues that matter to them

6. MASTERCARD
True Name
US- NORTH AMERICA
6
Problem:
Certain communities feel unsafe amid
harassment and violence directed at them as
soon as they reveal their identity
Solution: A card that allows you to use your
True Name, one that you identify with
Impact: The Rolled out in 30 countries
Won numerous global awards including a Grand
Prix at the 2021 Cannes festival

8. Supporting
communities is
no longer
optional
More so, in difficult times

9. DOVE is no stranger to boldly standing behind women and upending the patriarchal
definitions of beauty. The brand merged this ethos with stunning work around the
pandemic, honoring the front-liners on
the battle against Covid-19. “Courage is Beautiful” showed the faces of healthcare workers
marked by the protective gear they’ve been wearing during the crisis, with photos taken
at the height of the pandemic. The was a simple repositioning of their timeless story
showing real beauty in the world, and also tied to action’s Dove and Unilever were taking to
help combat the pandemic.

11. Influencers are
their own
marketing mix
.
INFLUENCER
Content Creator
Publisher
Brand Ambassador

12. 96%
respondents when asked if they trusted Influencer content 96%
answered yes & Sometimes
Source: Geopoll Online Influencers’ Influence in Kenya and Nigeria August 2020
Influencers’ Influence Purchase Decisions
80%
Of consumers in Kenya and Nigeria said they have
bought a product/service due to an influencer’s
recommendation

13. #NoBurnIron
NIGERIA- WEST AFRICA
Problem: Relaunch the most expensive iron in
Nigeria and Ghana, in a tough economy. First
launch had failed
Solution: Highlight the one standout
feature, ‘NoBurn’, through voices of
influence
A content and conversation-led approach with
no mass media
Impact: >Euro 1MM in sales achieved with a
campaign investment of < Euro 50K
Created by Ogilvy Africa

14. HUMAN IMPACT
BUSINESS
SUCCESS
BRAND STRATEGY
Purpose trumps Strategy
BRAND PURPOSE

15. Created by Ogilvy Africa

16. THE APP ECONOMY HAS RISEN, AND IS HERE
Five changes
that are here
to stay
SOCIAL ISSUES ARE NO LONGER A SPECTATOR
SPORT FOR A BUSINESS
SUPPORTING COMMUNITIES IS NO LONGER
OPTIONAL
INFLUENCERS ARE THEIR OWN MARKETING MIX
PURPOSE TRUMPS STRATEGY
1.
2.
3.
4.
5.

17. All videos in this presentation are available as a playlist on Ogilvy Africa’s YouTube Channel
Vikas.Mehta@ogilvy.africa | @vikipedia77 | www.linkedin.com/in/vikasmehta
www.Ogilvy.Africa | @OgilvyAfrica | www.linkedin.com/company/OgilvyAfrica