atingi (Digital) – Transforming learning access in the Global South and driving registrations for the atingi e-learning platform

Challenge 

atingi, a digital learning platform funded by BMZ and implemented by GIZ, faced the challenge of reaching a geographically diverse audience with limited internet connectivity. 

With little brand awareness in emerging markets and strict user registration targets, the task was to communicate atingi’s value to learners while overcoming technological and cultural barriers, all while simplifying the registration process for users unfamiliar with online platforms

Action

Instinctif launched a data-driven social media and digital PR campaign targeting Gen Z and women. 

By leveraging influencer partnerships, storytelling, and localised content, we showcased atingi’s impact through real-life success stories and promoted the platform’s free, certified courses. 

Our omnichannel strategy focused on engagement, user-friendly messaging, and interactive elements like quizzes to boost registrations and encourage active participation.

Result

The campaign exceeded all expectations, driving atingi past 1.2 million registered users by April 2024, a 300% increase over initial targets. 

User engagement soared to 6.6 million, while Facebook, LinkedIn followers, and website traffic grew significantly. 

With over 9 million link clicks recorded, atingi became a key player in democratising education across the Global South, setting the stage for sustained future growth.

Our collaborative efforts have been recognised with a PRISM Award in the education sector, presented by PRISA Southern Africa, the leading professional body for PR and communication practitioners.