Pre Campaign analysis strategy for #WorthMoreAlive Campaign. Main objectives: Global ban in Ivory Trade & Poaching of Wild animals. digital campaign channels where social media, GDN, Landing page, Youtube Masterhead & influencers.

1. 1
#Worthmorealive
Pre-Campaign Market Data
Client
Kenya Wild Life Service
US AID
Campaign Duration
2.5 Weeks
Country
Kenya
Target
Global Campaign
#WorthMoreAlive Campaign heading global ivory trade ban to
prevent the extinction of Elephants and Rhino populations
across African national parks and reserves via poachers. Main
goal, global ban on Ivory trade, poaching and game hunting.
Budget
$32,000

2. 2
Channels Breakdown
Twitter Social Insights
Kenya
Facebook Insights
Kenya
Nation Media Group
nation.co.ke - Desktop
m.nation.co.ke – Mobile Site
Google Display Network
Glossary Of Terms
Metrics Guide
The star
star.co.ke
YouTube Masthead
Standard.co.ke

3. 3
Facebook Kenya Today
4.5M – 5M monthly active users
18-44 Age groups (93% Women and
men on an equal split) Being the
dominant market which is our core
target audience

4. 4
Facebook Kenya
Based on market data
Spending $1,792 @ a Cost per like of $0.17 would yield at least 10,541 Page Likes on the Brand
With the market trends and data from the campaigns we’ve ran so far, Spending
$3,680 @ a Cost per Engagements of $0.06 would yield at least 61,333 Post
engagements(Likes- shares - Comments) and at least 15,333 page likes from
the engagement ads with a guaranteed reach of 4,906,667 users
Page likes/ Fan acq
Engagement ads

5. 5
Twitter Kenya
Twitter is a fairly expensive channel among social channels in Kenya but has the highest impact in terms of
awareness , with a cost per follower of $0.8 on average, spending $2240 would yield at least 2800 twitter
followers on the Brand page
With the market trends and data from the campaigns we’ve ran before,
Spending $2,880 @ a Cost per Engagements of $0.08 would yield at least 3600
Post engagements (Likes- shares - retweets) and a reach of 1,440,000 twitter
users

6. 6
Nation Media – Desktop
Audience Overview
90% Returning users –
engaging in over 21M website
sessions with 86M page views
Per month.
3,363,637 Monthly unique
Visitors who spend an average
of 4 minutes on the site

7. 7
Nation Media – Mobile
Audience Overview
98% of 829,050 monthly unique
smartphone users spend at
least 4 minutes on average
viewing at least 5-6 pages per
session
Alexa ranks nation.co.ke as the 5th
most visited site in Kenya

8. 8

9. 9
YOUTUBE: YOUR VIDEO DESTINATION
Source: Alexa.com- 2016 Jan | Internal Google Data -2015
2 MILLION
unique users every
month
10% REACH Of
Online population
#3 LARGEST
site in Kenya
#2 LARGEST
search engine in Kenya
hours watched per month
#1 VIDEO
site Kenya
10 MILLION +
YouTube Masthead

10. 10

11. 11And YOUTUBE is only accelerating
Jan 2012 Jan 2013 Jan 2014 Jan 2015
July 2012:
1M daily views
April 2014:
2M daily views
Nov 2014:
3M daily views
April 2015:
4M daily views
Aug 2015:
5M daily views
● Views grew by 92% YoY in 2015
● 5M + daily views
Source: Internal Google data, YouTube Views- 2012-2015

12. 12
The worlds #1 video destination
24.3M UK monthly Unique Users
PERFECT PARTNER FOR ANY AGE OR GENDER
33%
13-17 18-24 25-34 35-49 50+
67%4%
35%
40%
13%
5%

13. 13
The worlds #1 video destination
BUILD BRAND AWARENESS
HIGH IMPACT
With unrivalled reach, this is
your digital LAUNCH SPOT
Build awareness with the
Homepage by:
● Creating iconic
experiences
● Amplifying with social
endorsement

14. 14
Rich Media
Layout
Mobile video
Masthead
+
Daily
Impressions
250,000 450,000
Total
Impressions
700K Impressions p/d
Cost
per Day
$6,500 p/d
CPM $9.30

15. 15
Glossary of Terms
Bounce Rate: The percentage of visits in which the visitor only views one page of your Website before leaving
Click: The single instance of a user following a hyperlink to another page or to initiate an action.
Page View: The amount of times visitors arrive on individual pages of your Website
Returning Visitor: A returning visitor is a user who has been to your Website and has come back. When visitors return to a Website,
it demonstrates that the Website is of interest to them
Unique Visitor: The number of individual (non-duplicate) visitors to a site over the course of a specific time period. This data is
determined by cookies that are stored in visitor browsers.
Ad impression – An ad which is served to a user’s browser
Click Through rate (CTR) – Ratio of ad clicks to ad impressions
CPC (cost per click) – Cost of advertising based on the number of clicks received.
CPM (cost per thousand) – Media term describing the cost of 1,000 ad impressions

16. 16
Glossary of Terms
Demographics – Common characteristics used for population or audience segmentation, such as age, gender, household income,
etc.
Pay-per-Click – An advertising pricing model in which advertisers pay agencies and/or media companies based on how many users
clicked on an online ad
Reach – Unique users what visited the site over the course of the reporting period, expressed as a percent of the universe for the
demographic category; also called unduplicated audience. The total number of unique users who will be served a given ad
Unique visitor – A unique user who accesses the Web site within a specific time period.
Cost per Page Like - The average cost for each Page like as a result of your ad.
CRO - Conversion rate to opportunity. An opportunity could be a lead, quote, registration or when an item is added into a shopping
basket or the start of the checkout process.
Opportunities - A lead such as e-mail capture, registration, quote or the start of the shopping basket process.
CPO - Cost per opportunity – Cost per given lead, registration or an action