PPC Botswana

Cathy Omoregie was the strategic lead for the team that was awarded the PPC Cement business in a competitive bid in Botswana. One of the first assignments was to come up with a Digital strategy based on tangible insights.

The Challenge

While being an incredibly strong brand in Botswana, customers could not make a clear distinction between PPC’s product lines. PPC wanted to build a better understanding of the SUREBUILD product range. The team carefully considered the Botswana market before making a determination and social media behaviors

Insight

We found out that Batswana have taken to mobile – they use social media heavily, love sharing moments and many have a prying eye for a juicy story – tabloid style. Could PPC tap into this and make itself part of people’s everyday conversation?

Approach

We needed a more personal, immersive way to tell an engaging story, so instead of focusing on what consumers don’t want to see, we created a social media content platform and dubbed it #TheBuild, a story about Agang Le Keagile (meaning ‘The Builder’ & ‘I who is building’). The former being a young lady pursuing her first building project and has been lucky to find a builder who guides her through all the challenges she meets as she navigates her building project on the TIMELINE!! (social and digital platforms).

Implementation

Leading up to the premiere, we launched conversational posts on Facebook so fans could have a realistic dialogue with the PPC brand. We used a combination of screen-grabbed text conversations, voice notes, competitions, and weekly content (including witty visual banners) with a solid media plan to drive engagement and have actual conversations with the larger community which we also looked to increase in numbers.

Our content series saw the WhatsApp conversation made public in a humorous but educational manner. 

The Results

#AgangLeKeagile elevated PPC Botswana to a premium social content player. The social media intervention fired on all cylinders, contributing to a breakthrough for the brand. Over 40% of online audiences engaged in the conversation, helping PPC Cement build a stronger bond and conversation with audiences.