SAFARICOM
Safaricom YouTube
Customers are increasingly using their mobile devices/smartphones as an entertainment tool. Safaricom had a promotional offer of "Free YouTube" as an attractive and differentiated value add-on to help address the need around accessing online content.
2019 -
Where do they want to end up?
- Grow their brand metrics:
- Brand Love: +3% (current score is 45%).
- Brand consideration +3% (current score is 65%).
What stands between them?
- Safaricom data prices are the most expensive in the market.
- Airtel strategy is to maintain a 50% discount in terms of price differential to Safaricom data.
The Strategy
Retention and Trial Strategy; Get smartphone users who currently snack due to cost or are unaware of YouTube to consume YouTube using mobile data on Safaricom.
Results
- Achieved subscriptions of 509,000 over a 45-day period
- Achieved revenue of Kes 98,744,049 over a 45-day period which was 12% above target.
Did it work
- Achieved subscriptions of 509,000 over a 45-day period
- Achieved revenue of Kes 98,744,049 over a 45-day period which was 12% above target
