Case Study: Safaricom achieves 50% share-of-voice lift and 21K+ engaged conversations with Twitter

In Kenya, Safaricom builds a mosaic of engaged customers and wins share of voice

Safaricom, Kenya’s leading telecom, wanted to build relevance and spark national conversation as consumers increasingly turned to Twitter to share stories. The challenge was to create a platform that invited customers to contribute content and helped the brand own cultural moments while increasing discoverability and engagement.

Safaricom launched the #MyKenya campaign, inviting users to submit photos and messages that were combined into a mosaic Creative Canvas and amplified through promoted and organic Tweets. Over two months the effort generated 21,000+ participating conversations, 5,300 direct campaign participants and a 50% lift in share of voice on Twitter, with campaign videos further boosting engagement.

Safaricom

Emily Nyaneko

Account Director