Opera is a leading multi-platform web browser based in Oslo, Norway. It is Africa’s most popular mobile browser with millions of users across the continent. Opera is famous for originating and building unique features into its offering which have over time become industry standard, such as speed dial, pop-up blocking, private browsing, and much more.
The Challenge: Low Awareness of Opera Mini’s “Shake & Win” Feature
Opera Mini, despite its innovative features and widespread use, faced a challenge: low awareness of its new “shake & win” feature. This feature allowed users to earn promos by interacting with the Opera Mini mobile web browser. To address this issue, Opera turned to TIMA, an influencer marketing agency, to craft and execute a solution.
TIMA’s Influencer Marketing Strategy Targeting Tech-Savvy Millennials and Gen Zers
TIMA devised an influencer marketing campaign centered around leveraging sport and tech influencers to build top-of-the-funnel momentum among tech-savvy millennials and Gen Zers. Additionally, TIMA capitalized on Opera Mini’s “life scores” feature on the web browser, using it as an additional lead magnet for sports enthusiasts.
Services Provided by TIMA:
- Influencer Search & Sourcing: TIMA meticulously identified and selected influencers in the technology and sports niches whose audience demographics aligned with Opera Mini’s target market.
- Creative Campaign Strategy: Working closely with Opera Mini, TIMA’s influencer marketing strategy aimed at maximizing engagement and reach through compelling content.
- Content Management: TIMA oversaw the creation and curation of content by influencers, ensuring alignment with the campaign objectives and brand messaging.
- Timeline Management and Posts Scheduling: TIMA efficiently managed the campaign timeline, coordinating with influencers to ensure timely content delivery and scheduling posts for optimal visibility.
- Legal Copyright and Content Use Terms: TIMA handled all legal aspects, including copyright issues and content usage terms, to protect Opera Mini’s interests and ensure compliance with regulations.
- Payments Management: TIMA facilitated payments to influencers, ensuring fair compensation for their collaboration.
- Data Tracking, Measurements & Reporting: Using advanced analytics tools, TIMA tracked campaign metrics such as views, mentions, engagement, reach, sign-ups, and downloads, providing Opera Mini with valuable insights into campaign performance.
Campaign Results:
The influencer marketing campaign orchestrated by TIMA yielded impressive results:
- Total Followers Reached: 2.9 million followers
- Total Impressions: 4.1 million
- Total Reach: 6.3 million
- Average Engagement Rate: 5.73%
- Views: 603,000
- Conversion Rate: 2.31%
Financial Metrics:
- Total Ad Spends: $20,000
- Earned Media Value: $79,000
- Cost per Impression: $0.013
- Cost per Mile: $13.3
- Cost per View: $0.04
Summary:
In summary, TIMA’s influencer marketing campaign successfully addressed Opera Mini’s challenge of low awareness of its “shake & win” feature. By collaborating with influencers in the technology and sports niches, TIMA created engaging content that resonated with the target audience, resulting in significant increases in awareness, engagement, and user acquisition for Opera Mini.
Got a project?
If you’re looking to reach millions of people through influencer marketing, TIMA can help. As an influencer marketing agency in Lagos, Nigeria, TIMA specializes in connecting brands to millions of Africans worldwide with a focus on data-driven insights and creative disruption. TIMA brings brand purpose to life through impactful work across all communication touchpoints. Start a campaign with TIMA today and maximize the potential of influencer marketing.
