Eskimi Connects Coca-Cola to 1m Consumers

Coca-Cola Nigeria’s “Share a Coke” campaign was launched in January 2015 in Nigeria, to draw on the personal and playful aspect of a name.

“Share a Coke” became one of the most popular and shared campaigns among Eskimi users in Nigeria.

Eskimi boasts as the largest mobile social networks in Africa, with over 9 million users in Nigeria.

Coca-Cola Nigeria’s objective was to wish at least 1 million consumers happy birthday, in a personalized way through the Share a Coke campaign. In just 3 months, the campaign exceeded its target and 1.2 million personalized birthday cards were sent out and over 16 million impressions were generated.

It is expected that over 20 million impressions will be generated throughout the year as birthday cards are still being shared by users.

All users who had birthdays during the campaign period received personal “Share a Coke” birthday cards. Furthermore, users were able to share cards with their friends, expanding Share a Coke presence on Eskimi.

For users whose birthdays fell beyond the campaign period Eskimi used display advertising: standard and splash banners were used to reach the target audience.

Vytas Paukstys, CEO of Eskimi commented on the campaign results thus, “Share a Coke was an amazing campaign! It included organic integration inside the product and users were thrilled to receive personal Coca-Cola cans. Users shared the cans with their friends and the customized cans went viral. We were happy with campaign results, more than 1 million birthday cards generated 16 million friend views and are about to generate even more.”

Commenting on the campaign, Waithera Kabiru, Coca-Cola Central East and West Africa’s digital manager said, “We had an ambitious target, to connect with consumers in a personal way on their turf. Eskimi provided this platform and provided an innovative way for the brand to connect on a non-mainstream social media platform.”