Advans Saving & Loan Background

Advans Saving & Loan wants to grow and expand their market share
It operates in a highly competitive market alongside other savings and loan companies.
The regulatory bodies have created an enabling environment which has seen many micro-finance
companies transition in to saving and loans in the Ghanaian market.
Consumers in the market place have become savvy with their financial activity due to more options
available and the use of mobile money as a substitute to formal banking or alternative to deposit
accounts

Aim:
Advans want to expand their service by reaching more consumer and convert them into account holders
They want to use digital as an awareness platform to execute and create an engagement for their services
Build strong brand presence through digital in the market place
Use online resource to drive consideration that will lead to patronage of their services
Digital presents Advans with an opportunity to create innovative product that act as an attractive
proposition in the market place
Ghana Digital
Landscape
Key Platforms
Facebook
Instagram
Twitter
Google Display
Advertising
Banner Ads
Advertising
Digital Content
Creation
 General Overview of Ghana

28 Million 8 Million (28.4%) 3.8 Million 19 Million 70% 3.9 Million

Penetration Penetration

Year on Year +15%

2017 Projected growth +14% (1.1million active user)

Growth continues to
trend upwards

Source: Live internet Stats 2016

 Leaders
Highly engaged with both digital & social
Observers 14% 34% media
Heavily engaged in digital media & More vocal in social media
technology Digitally influenced Digitally influenced

Digital influence
but not socially and socially engaged Constantly connected, across multiple
Social media not as important to devices in many markets
engaged

High
them as other groups
Hard to reach via traditional media
Use digital through the day, across
multiple devices in many markets Greatest influence of digital & social in the
decision path
Digital influence Lower digital Socially engaged but
Functionals influence and social less digitally
engagement influenced Connectors
Less engaged in digital technology
Low

and media than others Highly engaged in social an important

part of their life
Less engaged in social than others
A consumer of social (rather than an
Still consuming large amounts of influencer)
traditional media
Low High Not a heavy user of digital outside of
Digital not as prevalent in the Social engagement Social engagement social, compared to others
decision path
32% 21%

Source: TNS Connected Life 2016

GENERAL TRENDS
TRADITIONAL MEDIA vs. ONLINE MEDIA

Radio: 1.0 hours Newspapers/Magazines: 0.0

Weekend activity hours
TV: 2.4 hours Online: 4.9 hours
Reach %

100
TV Radio Newspaper/Magazine Online
75

50
Evening &
Weekend activity
25

0 Majority of Ghanaian spend

In bed when Early Late morning During lunch Early Late Early evening During Late evening In bed more of their time engaged
I wake up morning afternoon afternoon dinner before I go on digital platforms than any
to sleep other advertising channel.

6am 8am 10am 12pm 2pm 5pm 7pm 10pm

Source: TNS Connected Life 2016

 Device ownership and intention
% 16 - 24 25 - 34 35 - 44 45 - 54

Feature phone
55 61 47 54 49 51 37 39

Smartphone 89 97 89 94 87 94 97 97

Tablet 13 49 18 51 21 54 14 46

Smartphone ownership
dominates all age bands,
Laptop 41 78 49 81 45 78 39 65 but desire for laptops
and tablets is great for
next device acquisition
Desktop 23 32 20 27 13 25 24 26

Ownership Ownership + Intention to buy

B1. Device ownership | B2. Device purchase intention

Base: 16 - 24 (609) | 25 - 34 (299) | 35 - 44 (172) |45 - 54 (123)

Source: TNS Connected Life 2016

 1 2 3 4 5

Google.com.gh
Search (local) YouTube.com Google.com GhanaWeb.com Yahoo.com

6 7 8 9 10

Yen.com.gh.com Myjoyonline.com Jumia.com.gh Myjoyonline Wikipedia

Source: Alexa.com & SimilarWeb.com 2016

 Ghana Stats Regional Stats Key Benefits

Total Active Users Facebook active GR

Volta R Ashanti
from 18+ yrs = makes up 49% of Accra
83k 510k
3million
4million Ghana internet

Central Eastern Western

150K 120K 150K

Upper Upper Norther

West East n
22K 35K 110K
68% 32%

Brong
Ahafo
100K
 DEMOGRAPHICS PROFILE MOBILE USAGE DEMOGRAPHICS PROFILE

Mobile traffic via

Twitter is consistent
with Mobile
Age group which influences penetration in Ghana Peak times when engaged audience are most
buying decision active

Ad Dynamo (Twitter Africa Stats 2016)

 WHY DO THEY ENJOY MOST ON TWITTER WHY DO THEY FOLLOW BRANDS

Importance in brand
ambassadorship is crucial

TELEVISION THEY FOLLOW A WIDE RANGE BRANDS

Ad Dynamo (Twitter Africa Stats 2016)

 Key source of driving
13 million product education and
750k unique
views per monthly visits
sensitisation of changes
month in Advans service
Currently this is a platform offerings
Ghanaians continue to engage
heavily on. As a platform its
slowly replacing TV Ads to a
maximum effect. 25% of Ghana Mobile traffic
YouTube traffic 86% of YOY
via Mobile+ Growth
Tablet
Desktop

2nd most popular

Average search engine in
Mobile Ghanaian spend sub Sahara
1.5 million every Africa
day on YouTube

www.youtube.com/insights
 Key YouTube Platforms Most Searched Terms

Myjoyonline TV Afia Schwarzenegger

Delay TV Shatta Wale
Pulse Ghana TV StoneBwoy
Joynews TV Mark Angel Comedy
UTV Ghana online Oyalo
GhanaNews Review Sarkodie
Adom TV Kofi Kinaata
Akan TV Lilwin
Pastor Love
Emanuella & Kalybos
Kunkumbaja
JMD

The Emergence of Online TV

channel has made Video On
Demand very popular
Key Financial adverts
Engaged Perry urban audience
mainly between 25-35yrs. Barclays
Omnibank
Although the platforms is still Stanbic
dominated by 18-24yrs
Capital Bank

www.youtube.com/insights
Stanbic Bank Barclays Bank

Beige Capital - papa Beige education Ads

on Life Insurance
Omni Bank Access Bank

www.youtube.com/insights
Google
Display
Advertising

Unique
Reach of
1.3million
Busy 4G

Savings & Loans- Bayport Competitor- Betway

NGO - UniCAF
Verna Water
 With Millions of Online activities digital campaign are built around these search activity to ensure brand visibility and presence to create mass
awareness and engagement.

This also allow digital campaign to be executed on what is trending in the digital landscape to capitalise on trending topic, interest and
conversations.

www.Google/insights
 - Arrival of Digital Content
The demand for quality engaging content MTN Data Tips Dove education on skin moisture
has become key in driving brand
engagement and awareness.
Video Skit Images
Consumers have become more savvy and
expose to quality content globally

Ghana consumers has also developed

similar appetite for quality content.

Content is now used in creating

awareness, Digital TOMA and user friendly
educational total in responding to
consuming complaints

Essentially digital platforms has becoming

an effective customer service tool and
present opportunity to provide value
Motion Images
service

Content is key to digital success

Content is King ! Short videos

Strength Weaknesses
Known brand Increase in competition
Attractive Interest rate
Customer services
Strong online presence

Threats Opportunity
Cultural habits of Keeping money at Opportunity to dominate through digital
home Opportunity for consumer to increase the
use of cash deposits
Government laws CSR - activity to make difference in people
Competitions responses to market lives
activities. Build a strong brand presence in the market
MARKETING OBJECTIVE Business OBJECTIVE COMMS OBJECTIVE
To create mass awareness Support account Utilising carefully
for the brand that seeks subscription of Advans crated digital content
through various image
to aid patronage of to increase by 10-20% formats with a strong
Advans service. Reach by the end of the CTA message to drive
75% of the Ghanaian campaign actions that lead to
patronage of Advans
digital populations whiles services.
drive TOMA.
Social Media
Activation
Display Advertising
 Target Audience

Key Attributed Key Attributed (Sohos)

Market Woman and Men (SMEs) Classified as the survivors
Female biased
Age category of 35-55yrs
Influenced by the peers Not highly tech savvy but will want
an easier way of banking
They are in blend of Observer and Functional within digital
personality of users
Online is new to them but with support and education they
will be keen in banking services that makes their business
activity easier. They are increasing getting on to social media
and using it as a way of keeping in touch with friends.
Male biased
Age category of 24-35yrs
Influenced by the peers and and aspire to be
accepted by society
Non tertiary educated
Heavy social media usage to keep in touch with
friends and peers
They are in the observers category of digital digital
personality but not highly influential
The would welcome opportunity to having a
current account savings and deposit accounts.
DIGITAL CHANNELS
CHANNEL STRATEGY
Channel Strategy
BRAND EXPECTATION

RELEVANT INTERESTING INTERACTIVE REWARDING

 MEDIA

Lead platforms

Our target consumes media based on available content. Its about what the channel offers them.
Mobile is king, it provides access to Social media platforms, TV, Videos, News and more, all online.
 BRAND OBJECTIVE

DEEPEN SHARE OF ADVANS IN THE MARKET PLACE

Brand Awareness Consideration First choice

Through focusing on an Always on approach to attract and target

audience on digital to drive consideration for conversion
 Primarily Social Channels Primarily Media Channels

These are the Engagement These are the Reach channels.

channels. Our target are on these Our target is here to search for a
channels to connect, take a break solution, Advans can step in here
for entertainment. with products and services for
maximum impact.
 A mobile first mass media platform,
Targeting capability.
Video 7 motion images is the best performing content
on Facebook and should be a key focus.
The campaigns and content we run, will live in our fans
newsfeed timelines not necessarily on the page.
The page itself will serve as a way to handle customer
concerns and complaints primarily by inbox.
Target Mass/Young Entrepreneurs
Facebook live can be leveraged to create engagement
around shorter events.

The key purpose of Brand Ambassador, is to lend us an

authentic voice to a common audience which heavily
engages with them.

Interesting personalities and appeals to TA

Digitally savvy content creator who can partner with us
to create original campaign ideas and activities. Target Youth

Key to the use of influencers, is letting them to speak to

their audiences in the style that works best for them.
For Advans as a brand.
 Here, we will showcase the vibrant fun
loving side of Advans .
Content here will have a focus on events and
not be product heavy.
We would also plug into community hashtags
such as #OneGhana to connect with the Target - Youth
youthful and audience.

On twitter we will join conversations around

key moments and trending topics by creating
brand relevant content.
Amplify and drive conversation around major
event/campaigns in conjunction with
appropriate influencer groups.
Twitter is the main platform for live events Target - Youth & Mass
and on the ground activations. It is extremely
important that customer complaints are
handled exclusively by the @AskAdvans
account.
GDN Google display advertising will give
leverage of display banner ad across over 100K
+ Ghanaian sites to help create disruptive
awareness campaign among the online Target - Youth & Entrepreneurs
community

Online Banner Ads Direct buying across

several popular Ghanaian Website that help us
drive reach and frequency to build that strong
Brand presence to influence product/service Target Youth & Entrepreneurs
consideration by TA

Online PR

Developing PR stories about Advans

service across pronounced news Target Youth & SMEs/Soho
websites to create brand equity that
seeks to drive awareness
Online TV program

Delay interview show Popular online entertainment

program heavily patronised by the TA to give us high
visibility. Target Youth - Mass
Country Zongo Fire for fire (Potential brand Ambassador) high
viewership sports program with over 150K views every
month.
COMPETITOR ANALYSIS
 PHASE -1

Teaser 1 Week: #ThinkBig:

This is a digital led campaign and we Will be the mantra that will enable
aim to drive excitement, us to drive conversations and
anticipation and trending talkability across all social media
conversations on Advans. platforms

Influencers with with good following will

post contents on the platform using the
hashtag #ThinkBig with CTA message to
get conversation going
Conversation
Themes

#ThinkBig will be used as banter Empowering

Social Media conversation to drive conversation in a Motivations
Influencers snowball effect. Influencers will mentions
various people in the comments to
response and effectively trend the
#ThinkBig at least Twice within the 1week
teaser phase
 Phase 2
Setting up Advans Ghana FB page
1) running promoted Ads to drive Brand reach for awareness

2) Running engagement based campaign as a tactical strategic on

key events to drive engaged with CTA to influence registration
consideration
3) Run conversion based campaign to drive signup for Advans
service. Thematic content
Calendar
Utilising bond Twitter page
1) Running engagement based to harness conversation on sports Pending Sports event
pending sports event to drive anticipation and interest in placing Motivation and
bet leading up the sports events e.g. EPL/ Traditional empowering message
programme i.e. telenovelas
utilising #ThinkBig in
2) Run conversion based campaign to drive signup for Advans all conversations
service. Product Specific
Activations
Utilising bond Instagram page
1) Utilising motion images content on the various service offered
by Advans to engage audience and build a strong Brand affinity

2) Promoted Ads to drive brand engagement and reach.

 Phase 2
1) Execute a conversion based campaign aimed at YouTube Skip Ads via short videos aimed at TA
generating registration for betting programmes of interest.
2) Creating mass awareness of Advans services on offer
This is aimed telling the Advans story in a visually
with strong call to action linking them to a landing page
3) In App promotion ads to drive audience to the Advans appealing manners
Ghanaian site to drive brand visibility
4) Track and review analytics data

1). Execute animated banner Ads that take over

pronounced sports site with strong brand visibility
2). Java script embedded expandable image that
allow registrations for Advans services

Carefully created edited stories of Advans services

to drive awareness on major online new site
myjoyonline, peacefmonline, citifmonline,
Omgvoice, yen.com.gh, pulse gh etc
 Phase 2
News News Entertainment
Platforms Platforms Platforms

Key site where we will drive awareness with rich media banner to build mass awareness for
Advans
 Phase 2
Brand Ambassadors utilising their Social
Media Platform Representing Advans on
various functions as well as being part of all
digital activation Using their own social media platform to
drive engagement around the #ThinkBig
theme while tagging along some of the
following to generate engagement and
conversation.

Recording selfie on #ThinkBig empowering

& motivation statement 2 twice a week
centered on the opportunities to win by
placing a bet.

Tweeting their own version of what

#ThinkBig means to them whiles
mentioning other known popular people
to respond and drive the conversation in
a natural way
 Phase 2
Performance and Review: Display Ads
Using analytics data to track performance at various stage of the campaign both organic
data and paid media data

Optimising performance and refining areas that requires improvement to ensure

campaign success (Awareness & Signups)

Performance and Review: Social Media Ads

Monitoring content performance to ensure optimum delivery and responses from
engaged audience.

Review conversion based campaign on social media to further improve performance.

Monitor responses to Advans as brand Brand Impressions sentiments among engaged

This will inform future consumer retention strategy post campaign launch .
Platform Reach Engagement Likes Views Conversion Budget
Facebook 2 million 500K 50K 250K 5K $8,000

Platform Reach Engagement Following Budget

Instagram 400K 200K 8K $1,000

Platform Reach Engagement Following Trending Topic Budget

Twitter 250K 40K 10K Once a week $2,000

Platform Reach Clicks Impressions CTR Conversion Budget

GDN 1.2million 150K 15 million 0.75% 15K $4,000

Platform Reach Clicks Impressions Conversion Budget

Online Banner 1million 25K 8million 5K $3,000

Platform Reach Views Impressions Clicks Budget

YouTube 750k 200K 1 million 20K $2,000
Sponsorship/Partnership Budget
Brand Ambassador Partnership $2,000
Online PR Stories $1,000

Grand Total $21,000 (96,000 Ghc)