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Safaricom Sustainability Report 2016
46
Data seeding campaigns stimulate demand
As well as enabling customers to purchase affordable internet-capable devices, we continued to help them to experience
the possibilities of the internet through a variety of ‘data seeding’, acquisition and stimulation campaigns. Among the
successful campaigns run during the year were the following:
CAMPAIGN NAME
Coca-Cola
Campaign
‘Speed is Good’
Campaign
WAZE Campaign Facebook Campaign Instafun Campaign
PURPOSE
Issued 45 million
free 15 MB data
and 15 SMS bundles
to customers who
purchased a bottle
of Coca-Cola (code
under bottle cap)
Issued non-data using
owners of data-
enabled devices with
128 MB of free data
daily for 10 days.
Launched WAZE, the
community based
traffic and navigation
system, in partnership
with Google
Used popular Gospel
artist, Bahati, as the
ambassador to raise
awareness of the
social media platform
and recruit new users.
Used advertising to
raise awareness of
the Instagram social
media platform.
IMPACT
Over 20 million
redemptions
3 million subscribers
participated
Acquired an
additional 1.2 million
data subscribers
Grew our Daily Active
Users (DAUs) by 263%,
from 874,000 to 3.17
million.
Facebook users grew
from 4.2 to 4.8 million.
Almost doubled the
number of existing
Instagram subscribers,
from 387,000 to
700,000.
As a result of these and similar campaigns, the number of highly active (daily) mobile data users we have has grown and
there has been an increase of 77% in mobile data usage per customer. At the same time, the bundles have provided
greater value for customers and boosted affordability, reducing the average price per MB by 33% year-on-year.