Yango Ghana (Brand, Digital and Product Strategy)

Yango Ghana, a sister brand to Rida Nigeria just launched in the city of Accra and is looking to attract customers to use its ride-hailing app, a competitor for the likes of Uber and Bolt. The challenge: attract riders to make 10,000 trips in the first 90 days.

I directed the team to make use of influencers to drive engagement by giving out discount codes to the most engaging fans thus increasing engagement for the influencers and the brand. Upon noticing tweets talking about the surge in prices during the weekend, I worked with the team to launch a discount only weekend campaign that made rides go from $1-$3 max, boosting weekend rides for three weeks consecutively to about 3,000 total.

Within 90 days we had hit 8,700 rides. Not close to the KPI but our sentiment analysis and share of voice was higher than industry average compared to the competition.