Capital Markets Corporate Group

Sparkle

How did we raise awareness and drive sign-ups for the launch of a new digital bank?

Challenge:

Sparkle, a new digital bank for Nigerians across the globe, appointed Instinctif Partners to help craft and refine its messaging, build its profile among key international audiences, and raise awareness and drive sign ups to the app on its launch in June 2020.

Action:

Instinctif prepared communications and messaging materials, interview talking points, Q&A, boilerplate, descriptor and factsheet, ensuring Sparkle’s story was consistent across all channels. A phased and targeted approach to raise awareness of Sparkle’s official launch among international media was developed. Laying the groundwork, Instinctif reached out to key international journalists covering Nigerian news and African innovation and digital banking, positioning the founder as a go-to commentator. As part of this, a broadcast interview was set up with BBC World Service’s Newsday programme, covering the impact of Covid-19 on Nigerian SMEs as well as talking to the upcoming Sparkle launch. In support of PR activity, cross-channel and geo-targeted paid social media acquisition on Facebook, Instagram, Twitter and LinkedIn was used to locate, engage and convert Nigerian diaspora living in the US and Canada, throughout Europe and Ghana.

Result:

Ahead of the launch day, a pre-briefing interview was set up with Bloomberg leading to a mention in an article on mobile banking Africa, and an op-ed from the founder was placed and published in CNBC Africa and Forbes Africa looking at how Nigerians can unlock potential in the digital age. On launch day, an interview was set up on CNBC Africa’s West Africa Power Lunch, as well as securing widespread coverage (over 50 pieces) in international technology, banking and financial media, as well as Africa-focused publications and local Nigerian outlets. A follow-up feature interview was also set up with Reuters TV for Sparkle’s founder and a Sparkle user. Alongside this activity, social media ads have helped deliver over 5,000 clicks from the different regions to the Sparkle website, achieving a sub $0.15 CPC (Cost Per Click).

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