Published on February 21, 2014
Experiments in Gamification for Businesses & Brands. A case study of @WemaBank
Seen as typically ‘old’, Wema Bank was posed with a challenge to use its online platform to change the negative narrative around the brand whilst also winning brand advocates in the process and driving acquisition and utilization of its mobile app, Wema Mobile WHAT WAS AN ‘OLD’ BRAND TO DO?
Very Negative Online Perception Ratios 1:25 (2011) Poor understanding of its Status as a Regional Bank – hence, all discussions online tended to focus on this General apathy towards the brand especially amongst those aged 18 – 35 Low utilization of its mobile banking products & services Very limited marketing spend compared to Av. Industry budget/spend
Drive Numbers or Quality Engagement? More PR vs More Ads? Desktop vs Mobiles? Fun vs Serious? Downloadable Apps, Reality Show Styled Games or Online Apps? What product can we tie to this campaign? Live? Local Content/Development vs. Foreign?
- Quality Engagement over Numbers - Strategic Online PR over More Online Advertising - A mix of fun, serious, reality gaming Enter…
#SHARPSULE ‘Okada’ Game & #TheWRITER Online Competition
1st ever online-only based reality show in Nigeria. 10writers, 13weeks, USD1000 Prize Money Partner: www.thenakedconvos.com Format: Online-Based Reality Show for budding writers Platform: Online only Campaign Duration: 13weeks Major KPIs: - Change Online narrative - - Improve Perception in the short – medium term by 30% - Improve knowledge and grow acquisition rates by 15% of mobile banking app, WemaMobile.
Agency: DraftFCB Interactive Developers: Maliyo Games (Nigeria) Platform: Online only (Desktop Devices) Campaign Duration: 3months Major KPIs: - Improve Online Share of Voice in the industry - Drive engagement rates by 10% or more during the campaign - Drive knowledge of e-products and utilize the platform for selling
371,400 N u m b e r o f m i n u t e s o f S h a r p S u l e P l aye d
8:2 16% M a l e : Fe m a l e R a t i o o f # S h a r p S u l e P l aye r s Increase in reach during #Shar pSule Campaign
Online Perception (+ve : -ve) - improved by over 120% at the end of the campaigns in December 2012 i.e. from 1:27 in December 2011 to 18:1 in December 2012 across the online universe - Features on CNN Inside Africa and over 40 blogs, newspaper and online sites contributed greatly to changing the narrative
Engagement - 3 Twitter Trends - Engagement rates improve by between 17% – 30% across all our platforms (Website, FB, Twitter) - Engagement rates on FaceBook doubled during the campaign period - In share of Voice we moved from No.11 to No.2 during the campaign period.
WemaMobile improved by over 120% at the end of the campaigns in December 2012 i.e. from 1:27 in December 2011 to 18:1 in December 2012 across the online universe
No one size fits all approach Set Goals, Aim moderately Ensure there is value for the consumers which should in turn bring value to your business Measure… Measure… Measure… and Measure More Always match your analytics based decisions with your experience as a marketer Be ready to change your approach midway if it isn’t working If you do it well, the large spenders will copy you – With/Without similar success as can be seen with TheWriter Competition Most importantly, Creat your niche!
* Thank You
E: firstname.lastname@example.org M: 08061504963 Social ID: otegaogra WEB: http://about.me/otegaogra
Michaela ist Marketing Manager bei Brandwatch in Berlin und schreibt rund um Brandwatch und die Welt von Social Media.
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