Patricia is a technology-driven alternative payments platform where merchants and consumers can transact with new digital currencies. Their mission is to usher Africa into the digital age with our technology, innovation, and alternative payment solutions.
CHALLENGES
Patricia Technologies had been a media partner on the prolific Big Brother Naija show since the start of the 2020 season and on 8th of August, the Patricia Luxury Bitcoin Debit Card was unveiled in the house. The execution of the BBNaija feature day involved the quiz and the tasks performed by the Housemates, while they wore Patricia merchandise for the entire day. This was meant to be a massive day for the brand and the promotional efforts were meant to be felt in the Social media space. The aim of this campaign was to spark up the conversations of actions going on in the house (related to Patricia), drive engagements to the Patricia Switch page, get people more familiar with the brand, get people acquainted with the hashtag used to be tracked and to get multiple downloads of the Patricia Technologies app.
Process
The hype and conversation revolved around the Patricia- Big Brother Naija quizzes, tasks, gifts and product features for the day. The campaign was to generate top of the mind awareness from users, give rise to massive engagements, spark up conversations and promote downloads for the Patricia App. Within minutes of contents being posted, the hashtag started trending at number three on, remained strongly on the table for hours and peaked at number one in Nigeria. It became the major talking point on the timeline which lasted hours..
The day began with the suggestion of the #PatriciaXBBNaija hashtag to be used, creation of the numerous contents to be used and the direction the campaign to go during the entirety of the trend as the Patricia-BBNaija product feature was going on. The trend was executed and multiple engagements were done on the PatriciaSwitch account.
Results
Apart from the hashtag trending at number one in Nigeria for hours, the #PatriciaXBBNaija hashtag also trended in Puerto Rico and WORLDWIDE. In Puerto Rico, the hashtag trended at number 45 and WORLDWIDE, the hashtag trended at number 42.
This shows the massive impact of the trend done on the day, which transcended well outside Nigeria.
The #PatriciaXBBNaija hashtag trended Worldwide, in Nigeria as well as in Puerto Rico. From the analytics gitten, there were 12,000+ tweets from 5,021 users on thE hashtag. It amassed a 41.2 million impact and a reach of 15.5 million people.
