There has been a conversation going round about friends who would rather support a competitor brand than support a friend in the same business. However, they will call on the same friends who they skipped supporting when they are in financial need.
What if we could start the same conversation about business but this time on the positive view. Businesses that have made it their business to support the community that they are doing business in.
Below are some of the distinguished local brands supporting content creators in Kenya.
Safaricom has made it their business to be part of the journey of the content creators. We can notably see the brand working hand in hand with most influencers on endorsements, which is majorly the source of income for the content creators. Working with Safaricom serves as the indicator of reaching the peak of influence as an influencer.
If you have seen a content creator holding a bag or wearing one it’s apparently a Denri bag. This Kenyan bag company has outdone itself to infiltrate the market and also support local content creators.
The quality of their bags is something to write home about and if you were to support a friend who has been a friend throughout then when you need a bag, grab a Denri.
This one isn’t a local company but has found its way on our list because of their support to content creators. Their partnership with the content creators deserves accolades and yes it’s the new form of marketing using influencers and content creators, but we have got to give a standing ovation when the job is done right.
Content creation is a verse space which includes performing artist and when we see the performing artist performing a notable figure behind the event is mostly EABL and its brands, if we are to continue talking of giving back to those who support then we should also talk of EABL.
Chandaria Industries is owned by Manu Chandaria a philanthropist has been a leader in giving back. If you scroll social sites you will not miss a few posts by content creators endorsing some of their products on their platforms. We believe this brand deserves recognition for being part of the support to the content creators
MagicalKenya, the Kenya Tourism Board’s official brand and travel guide, frequently works together with influencers and gives other people the chance to feature on their pages via several hashtags like #TembeaKenya and #MagicalKenya.
Recent campaigns involved Maina Kageni, one of Kenya’s top radio hosts and Eliud Kipchoge, Kenya’s top athlete. The Maina Kageni Road Trip Tour travelled throughout the country over a period of 52 weekends and allowed everyone to follow the trip via hashtags and social media. Eliud Kipchoge also went on trips with the board and spread messages about conservation as well.
Clothing Company Vivo Activewear often uses media personalities, fashion bloggers, and designers to showcase its collections. On top of supporting local content creators, collaborating with influencers also has additional advantages for the brands.
Firstly, digital advertising is relatively cheap, especially if you compare it to the results it can generate.
Secondly, Kenyan consumers are very focused on digital. Everything happens digitally: people paying via mobile phones, ordering Ubers or other taxi’s that are available within minutes and since the Corona-outbreak, they have realized that they can accomplish so many things online, from the comfort of their homes.
Thirdly, branded user-generated content (UGC) is on the rise in Kenya. Because everyone is stuck at home, they have time to create digital content and bring it out. Elsa Majimbo showed the entire world how successful this can be and many others are trying to follow in her footsteps.
This is a huge opportunity for brands to connect with their communities by collaborating with content creators that go well with their brand identity. Brands that use this form of communication well, will definitely gain from it in the long run.