The Africa Cup of Nations (AFCON) 2023, held from January 13 to February 11, 2024, provided a significant platform for brands to engage with a vast and diverse audience across Africa and beyond. The tournament’s extensive reach and passionate fan base offered unique opportunities for brand visibility and interaction.
Brand Spotlight: 2024 Ojude Oba Festival
- Life: Life brand curated 85 posts across Instagram and Facebook, generating 26,500 engagements. Instagram accounted for 49.8% of these interactions, while Facebook contributed 50.2%. The brand collaborated with influencers like Kelechi to drive campaign posts that resonated with the audience.
- Goldberg: Goldberg curated 99 posts, resulting in 117,000 engagements across platforms. Notably, Instagram was the primary channel, contributing 99.4% of total interactions. The brand experimented with content formats such as live streams and behind-the-scenes footage to maintain audience engagement.
- Zagg: Zagg produced 40 posts, yielding 3,500 engagements, with Instagram contributing 100% of these interactions. The brand leveraged popular challenges and dance content to boost user participation.
Key Market Insights for Brands
- Strategic Campaigns Drive Engagement: High-profile events like AFCON generate substantial earned media coverage that resonates with diverse audiences. Brands that maintained a robust content mix and adapted strategies based on competitor analysis saw enhanced engagement. Deepening influencer partnerships also proved effective for broader reach and targeted engagement.
- Innovative Content Formats: Experimenting with new content formats—such as live streams, polls, and behind-the-scenes footage—kept audiences engaged. Continuous monitoring of competitor activities and adapting strategies accordingly helped brands stay ahead in the dynamic social media landscape.
Key Insights
- Strategic Campaigns Drive Engagement: High-profile events like AFCON generate substantial earned media coverage that resonates with diverse audiences. Brands that maintained a robust content mix and adapted strategies based on competitor analysis saw enhanced engagement. Deepening influencer partnerships also proved effective for broader reach and targeted engagement.
- Innovative Content Formats: Experimenting with new content formats—such as live streams, polls, and behind-the-scenes footage—kept audiences engaged. Continuous monitoring of competitor activities and adapting strategies accordingly helped brands stay ahead in the dynamic social media landscape.
The AFCON tournament highlighted the power of strategic social media campaigns in amplifying brand presence and engaging audiences. By leveraging innovative content formats, monitoring competitor activities, and aligning with trending topics, brands can enhance their social media performance during major events.
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