Flip Africa: Digital Marketing Project
- By Jonah Wepukhulu
- 4 min read
Flip Africa is an online marketplace where African youth get connected to jobs and opportunities in the gig economy.
During my six-week placement from February 2023 to March 2023, I analyzed it’s strategy to identify its strengths, weaknesses, and areas for improvement.
Furthermore, I collaborated with various departments to create four engaging marketing campaigns, which are presented below.
1.
Dear Hiring Manager Campaign
I created social media posts to inform hiring managers about Flip Africa’s superior talent pool. LinkedIn was the main platform for this campaign. I also developed a content calendar to track the progress of various activities and ensure consistency.
2.
Women’s Day Campaign
This is a story celebrating the hard work of African women and their contribution to economic growth. The goal was to increase engagement through a series of eight images that were posted on Instagram and LinkedIn.
To build the story, I combined interesting economic insights with data on how Flip Africa had supported UNSDG 5 on gender equality. As a result, I created an engaging story that you can access through the slides on your right.
3.
Future of Work Campaign
Every month, Flip Africa would hold a podcast on Twitter spaces to drive engagement on the future of work. A theme, guest speaker, and a pre-determined date would be selected during brainstorming sessions. My role was to create social media posts to get people in the conversation, encouraging listening, questioning, or commenting on the podcast series.
4.
Dress for Success Campaign
Fresh graduates often struggle to secure jobs due to poor presentation, especially during interviews. Flip Africa launched the Dress for Success campaign to prevent these applicants from missing out on future opportunities. The campaign encouraged youth to pick up clothes and reach out to potential donors.
To streamline customer experience, I created an e-commerce catalog, displaying clothes and their details on WhatsApp. This saved time and money, as customers only had to travel for pickup, reducing the need for physical visits.
Final Thoughts
Besides designing concepts and campaigns, I also reported on the weekly performance of the campaigns. This enabled me to keep track of the key performance indicators, such as engagement rates and conversion rates.
For the six weeks that I worked at Flip Africa, we attracted over 350 new organic followers across platforms. As a result, more than 150 youth signed up on the Flip Africa website to apply for job opportunities.
Don’t hesitate to reach out if you need any help with your digital marketing strategy. You can also check out more of my projects. Thank you.
