Objective:

To raise awareness about the importance of adopting sustainable agricultural practices in Africa, and to promote AFSA's role in driving change and leading the movement towards agroecology in Africa.

Background:

AFSA is a pan-African organization that is dedicated to promoting food sovereignty in Africa. They hold conventions and events throughout the continent to raise awareness about the importance of sustainable agriculture and to promote collaboration among African countries to adopt agricultural production frameworks that are immune to the current climate changes. Adris Digital Africa was tasked with creating an influencer marketing campaign that would help AFSA to achieve these goals.

Strategy:

Adris Digital Africa developed an influencer marketing campaign that would showcase the status quo of Africa's food systems, the need for African countries to collaborate towards adopting sustainable agricultural practices, and AFSA's role in driving change and leading the movement towards agroecology in Africa.

The agency identified several key influencers in the food and agriculture niches who had large and engaged followings on social media. These influencers were chosen for their ability to resonate with the target audience, which consisted of individuals and organizations interested in sustainable agriculture and food sovereignty in Africa.

The campaign was designed to be a multi-channel campaign, with influencers sharing content on Instagram, Facebook, Twitter, and YouTube. The content was designed to be informative, engaging, and visually appealing, and included a mix of educational content, lifestyle tips, and personal stories about the influencers' experiences with sustainable agriculture in Africa.

The campaign used two hashtags, #Agroecology4Climate and #COP27, to reach a wider audience and promote the importance of sustainable agriculture in mitigating climate change. The influencers were encouraged to use these hashtags in their content and to share information about AFSA's conventions and events throughout the continent.

Results:

The influencer marketing campaign was a huge success, generating significant engagement and awareness about the importance of sustainable agriculture and food sovereignty in Africa. The campaign reached over 271.67 million people with the #Agroecology4Climate hashtag and over 128.21 billion people with the #COP27 hashtag.

The campaign also drove significant traffic to AFSA's website, where visitors could learn more about the organization's mission and how to support sustainable agriculture in Africa. In the weeks following the campaign, AFSA reported a significant increase in donations and support from individuals and organizations interested in promoting food sovereignty and sustainable agriculture in Africa.