Digital marketing support for DFID’s Developing Effective Private Education Nigeria (DEEPEN) in Nigeria
The Lagos private education market is large, with an estimated 18,000 private schools accounting for over 70% of enrolment. Yet only a quarter of those schools are formally approved, and the quality of education many offer is often questioned.
Shakara Digital was engaged to support DEEPEN by raising awareness of its work, and by making the education coverage aired with its media partners more visible.
The overarching strategy was to amplify the efforts of DEEPEN and its media partners to Nigerian stakeholders, by engaging opinion leaders and online platforms with wide reach.
A marketing plan for the support programme, including a 60-day social media campaign across Facebook, Twitter and Instagram.
An SMS blast to 30,000 select numbers created awareness of the education programmes.
The programmes aired on three radio stations at different times and days. Bespoke creatives were designed for each station, with links embedded in the stations' call-to-action button.
A tweet chat between one of the radio hosts and a DEEPEN representative publicised the initiative across Nigeria.
Blog posts went out on select platforms with calls to action, inviting readers to tune in to the stations and join the topics discussed.
Substantial awareness growth. The campaign expanded national awareness of DEEPEN's work, so its initiatives reached a wider and more diverse audience across target regions.
A surge in page engagement. DEEPEN's Facebook page grew from 1,283 to 7,396 likes, generating 6,113 new page likes.
Strong follower acquisition. The page rose from 1,284 to 7,415 followers, a gain of 6,131.
Massive campaign reach. Digital ads reached 2,362,721 unique individuals nationwide, well beyond DEEPEN's existing audience.
High impressions and repeat exposure. The ads were viewed 2,606,308 times, reinforcing the message and driving deeper awareness of DEEPEN's mission.
