EasyStarter: a tariff plan turned into a conversation

Leveraging social media and content strategy to amplify Etisalat’s EasyStarter package

Client

Etisalat

Focus

Cultural Intelligence

Sector

Telecoms

Channels

Instagram, YouTube

special numbers on the enhanced offer

2 to 5

the key differentiator we built around

You & Me

and short video, built to entertain first

Memes

Project overview

The brief.

Etisalat Nigeria engaged Shakara Digital to digitally amplify the EasyStarter tariff plan and drive customer engagement around its key differentiator, You & Me. The digital work complemented Etisalat’s TVC featuring Francis Odega.

The objectives: increase awareness of the enhanced offer, which expanded special numbers from 2 to 5; engage target audiences with culturally relevant, non-intrusive content; drive measurable social metrics across YouTube, Instagram and other platforms; and strengthen brand affinity without sounding overly promotional.

Project details

What we did.

A digital engagement strategy that entertained first and sold second.

Messaging and content

A messaging document guided consistent, audience-centric communication. Memes and short videos were designed to entertain while reinforcing the new offer.

An influencer cascade

Instagram comedy influencers shared memes and videos in a drip, cascading approach, so the campaign felt organic rather than gimmicky. Influencers were encouraged to place the content in relatable, everyday scenarios.

Amplification

Content was promoted across Instagram, YouTube and other channels, raising video views and interaction. Posting schedules were coordinated to maximise reach, visibility and participation.

In the wild

Moments from the work.

The results

What it delivered.

More YouTube views. Influencer-driven video shares boosted engagement on Etisalat's YouTube channel.

High social engagement. Memes and videos generated organic likes, shares and comments among target audiences.

Enhanced brand affinity. The drip-style influencer approach kept the campaign authentic, reinforcing trust in the EasyStarter plan.

Measurable impact. Real-time conversation grew around the upgraded offer, and digital recall of You & Me's expansion from 2 to 5 special numbers strengthened.

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