When it comes to creating mass brand awareness, nothing quite beats sponsoring a major event. That’s why Pillow Fund, a fast-rising dollar savings app with over 60,000 users in Nigeria, decided to sponsor the largest concert in December 2022, Vibes On The Beach With Wizkid. Halisi Consults was engaged to help Pillow Fund create an integrated campaign strategy that delivered impressive results.
Here’s how we did it:
Initiating the Partnership:
The first step was to initiate a partnership with Toro Entertainment Company to sponsor the concert, Vibes On The Beach With Wizkid. This allowed us to maximize the impact of the sponsorship.
Licensing Wizkid Imagery:
We secured the license to use Wizkid imagery for promotional materials to create a brand awareness campaign for Pillow Africa. We knew that Wizkid’s popularity would attract a large audience, so we focused on leveraging that popularity to Pillow Fund’s advantage.
Integrated Campaign Strategy
Our integrated campaign strategy included TV, Radio, and Billboard awareness, as well as leveraging the sponsorship for ticket giveaways on social media. We coordinated an influencer campaign with 2 celebrities, 9 Instagram influencers, and 14 Twitter influencers, making a total of 25 influencers. This helped us achieve a cumulative reach of over 600,000 views on Instagram and 3.1 million impressions on Twitter.
Billboard Awareness:
We made sure that Pillow Fund was announced on billboards as an official sponsor of the Wizkid concert. The billboards were located in the highest traffic regions in Lagos, ensuring maximum exposure for Pillow Fund.
Experiential Marketing
We created unique branded materials that aligned with the company’s business to attract their target audience. We built an attractive booth at the concert, with games and other engaging activities to keep people interested and engaged. This ensured that Pillow was visible to the concert-goers and helped us create an emotional connection between Pillow and the audience, which led to increased signups.
Ticket Giveaways
We coordinated the ticket giveaway to ensure maximum reach and participation. This allowed us to expand Pillow Fund’s reach to people who might not have heard of the brand otherwise.
Impressive Results
Our integrated campaign strategy achieved impressive results. The campaign reached over 600,000 views on Instagram and 3.1 million impressions on Twitter. They also generated a significant number of signups (For every 10 signups, 3 depositors were converted). Pillow Fund was announced on billboards as an official sponsor of the Wizkid concert, which were located in the highest traffic regions in Lagos, ensuring maximum exposure for Pillow Fund. The experiential event marketing and ticket giveaway also contributed to the campaign’s success, ensuring maximum reach and participation.
Conclusion:
Sponsoring a major event can be a powerful tool for creating brand awareness. And with the right integrated campaign strategy, the results can be truly impressive. Pillow Fund’s sponsorship of Vibes On The Beach With Wizkid was a perfect example of this. We were thrilled to help Pillow Fund create a comprehensive campaign strategy that delivered impressive results and increased brand awareness for the company. We look forward to working with more clients in the future to help them achieve similar success!
Let’s work together to make your next campaign a success. Contact us today at hello@halisiconsults.com