.africa: One domain for the entire African continent
As the applicant for the dotAfrica (.africa) top-level domain for the African continent, the ZA Central Registry has officially partnered with digital marketing agency, World Wide Creative (WWC), to activate the brand and develop registrar communities ahead of the brand's public launch.
WWC's Johannesburg Director, Louis Janse van Rensburg commented: "It has been a privilege to play such a big part in the launch of this pan-African initiative and to see the tangible, positive results of our team's hard work."
World Wide Creative recognised an opportunity to create a multi-platform campaign that would establish the brand proposition in the online space. The use of social media, web development, PR, print adverts, brand activations and videos culminated in the "Bright Continent" campaign - a campaign aimed at presenting the potential of the African continent. Challenging stereotypes around Africa being the "dark continent", the campaign highlights Africa as a rising force on the global landscape of e-commerce and digital technology.
Taking an integrated approach to the marketing of the campaign, World Wide Creative employed search engine optimisation, pay-per-click marketing, Facebook advertising, online PR and a content strategy that would drive conversions and promote widespread participation in the dotAfrica initiative.
Since the launch of the Facebook and Google display campaign in mid-June, traffic to the dotAfrica website has increased by 2039%. Impressions and clicks have doubled due to strategically placed search marketing, and cost-per-click has been reduced by 800%. The dotAfrica Facebook fan community increased by 3,000 while engagement levels on posts increased from 0.7% to 3.6% with BrandsEye reports indicating an overwhelming positive sentiment towards the brand.
"It has been a pleasure partnering and working with the ZACR team. Their expertise in the domain registry market helped guide our targeting and has led to the campaign delivering remarkable results. We look forward to the next phase of this partnership," said Louis Janse van Rensburg.
Uniting strong, creative messaging with measurable returns, World Wide Creative is gearing up to initiate the next step in the campaign, that will translate brand awareness into action, with innovative ways in which the public will be able to register their own .africa domains.
Follow the launch of the dotAfrica campaign and be a part of this pioneering pan-African project.
About WWC Founded in 2003, World Wide Creative is a digital marketing agency based in South Africa and Europe. We are driven by learning and sharing everything and anything related to digital marketing. We have forged strong partnerships with some of the most recognised brands on the globe. Delivering Strategy, Development, Campaigns and Training, we are one of the fastest growing agencies in Africa. Our philosophy? Never trust a skinny chef.
Contact us via or telephonically, on 021 423 3519.
World Wide Creative is a leading digital marketing agency based in Johannesburg, Cape Town and London; offering strategy, development and ongoing marketing - as well as training and digital marketing events through its Heavy Chef initiative.
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