CADBURY NIGERIA LAUNCHED THE “BOURNVITA TECH BOOTCAMP” INITIATIVE IN 2019 TO EMPOWER 9 TO 16-YEAR-OLD CHILDREN WITH ESSENTIAL TECH SKILLS TO PREPARE THEM TO WIN IN THE FUTURE. OVER 10,000 KIDS HAVE BENEFITTED FROM THIS INITIATIVE, WHICH AIMS TO IMPROVE LITERACY AND EQUIP THEM WITH DIGITAL CAPABILITIES. THE PROGRAM COLLABORATES WITH PARENTS TO HELP THEIR CHILDREN PURSUE THEIR DREAMS IN A TECH DRIVEN WORLD.

FOUR YEARS INTO EXECUTING BOURNVITA TECH BOOTCAMP CAMPAIGN, WE NEEDED A UNIQUE STRATEGY TO MAKE THE 2023 EDITION STAND OUT:

OUR APPROACH:

Leverage Past Database: We collated the data of applicants from the past three editions and developed dynamic assets to target them based on their year of registration.

Win with Empathy @ Scale: We drove empathy @ scale through  DCO partnership to uniquely reach key audience segment.

Four unique audience segments based on brand audience interest were created. The tech courses were included in each of the segments.

Dynamic videos suited to these courses were served with more than 3.2 million unique audience reached and 13K unique clicks to the registration webpage

Drive registration by creating new Leads:

We also drove a lead generation campaign to drive registration using the hero asset. This yielded more than 8000 leads.

AS A RESULT, WE ACHIEVED  49,631,627 Impressions  14,218,416 Reach 164,275 Unique Clicks 11,219 Registrations 297 Video Entries

WHILE INCREASING BRAND LOVE & AFFINITY

PAID MEDIA

Brand generated content amplified via paid social, YouTube promotions, and placements on high reach local platforms.

To further drive participation, we got the parents more involved by creating Whatsapp forums and organizing sessions educating parents on how to navigate the softwares and apps that would be used for the training  to enable them to provide assistance to their children when needed.

• The candidates were divided into batches and we trained 175 candidates weekly for 4 weeks
• The lessons were recorded & shared with candidates who may have missed classes due to power outage or poor internet connectivity.
• Parents who didn’t want to post their children’s video on social media were opportuned to share their video’s to the brands email address

Business Impact:

Bournvita 500g/ 900g  SKUs in use for 290+ video entries to increase sales for the multi-serve SKUs