SPRINGSTER AFRICA

CASE STUDY SUMMARY:

In a number of African countries where we operate - South Africa, Ghana, Kenya, Mozambique and DRC - our research showed that adolescent girls often refrain from speaking out in their lives whether at home, at school or within their relationships. Restrictive social norms expect girls to remain quiet and obedient, and simply do what their mothers do and have done, or what their husbands think is right for them. Girls don’t feel they can challenge this status quo and therefore remain invisible.

As we dug deeper into this issue, we discovered that though girls know their ability to make choices for themselves are limited, they also face a range of relatively small and attainable decisions every day – choosing to raise their hand in class; choosing to discuss their aspirations with their parents, choosing to decide when to become sexually active etc.

Based on this finding, we launched a 6-week-social-media led campaign encouraging girls to have their voices heard on the choices that are within their reach. The campaign idea: UNMUTE.

RESULTS:

• Our campaign reached 550k South African girls aged 13-19 (nearly 25% of the adolescent population in South Africa), with a cost per reach of £1.98, which was 40% lower than our previous campaign average.

• Springster engaged 105k girls at a cost per engagement of £0.01. ER of 20% is 15% higher than our average campaign ER.

• Average video views: 260k, with a VT rate of 30%, on par with the industry benchmark.  

• Overall, Springster increased its digital footprint in South Africa by 60 times in 2019.  

Note: I was Brand Director for Springster at Girl Effect and worked with a team of Content, Gender and M&E specialists as well as mamela.tv agency.