The Challenge

In May 2023, Meta challenged Edelman Africa to support them in conceptualising a campaign that would showcase Instagram as the best place for young people to connect over their shared interests – specifically fashion and street photography. All this while showcasing how content creators can connect and grow their audiences on the platform. 

We knew that content creators often popped up every Sunday in Nairobi for random photoshoots that they later uploaded on their Instagram accounts to grow their brands. That’s why we created an integrated content creator campaign, focused on bringing together young people and fashion creators for a content capture experience.

The Strategy

To understand why young people were interested in showing up on Sundays for their social campaigns, we undertook a survey to seek insights on what motivates the youth to spend a whole day on the Nairobi streets taking photos in their magnificent streetwear. 

These insights were used to inform the three key campaign objectives to harness the pop culture moment:

• Show that Instagram is the best place for creators to create content, network, and grow their audience; 

• Highlight how Instagram is the best place for young people in Kenya to connect over their interest in fashion and street photography; 

• Showcase to fashion content creators how to connect and grow their audiences on Instagram. 

We then went and developed the following messages to support the campaign: 

• Drip in the City event taps into the cultural movement happening in Nairobi; 

• Drip in the City provides a photoshoot experience that encourages creativity through fashion and street photography;  

• Through Drip in the City campaign, we are inviting creators and young people to create and connect with their community in an authentic way.

The Execution

In May 2023, we held the Drip In The City event in the heart of the Nairobi Central Business District. This was the first time META had held a street event in Africa. The event collaborated with the Nairobi City County to host the event on City Hall Way which the government made accessible for free.

This partnership bolstered the government’s recent agenda to empower young people and creators by scrapping high license fees required for street photography in Nairobi. 

We set up various content creation booths where content creators could freely take their content. We also invited seasoned content creators for a fire-side chat with upcoming content creators so that they could share their experiences, exchange ideas, and learn from each other. 

The META executives had a chance to interact with content creators and respond to questions on the dynamics of content creation and how to maximise the benefits of using META products. 

Photographers and models had a chance to test their skills with a fashion runway. Content creators showcased their works to the online community under the hashtag #DripInTheCity.

The Outcome

• The campaign received three prime time news stories that highlighted our key messaging.
• 15 lifestyle stories were generated from the event with tone leaning positive. 
• 504 pieces of IG content used the hashtag #dripinthecity, including 110 pieces from paid creators, generating a total engagement of 121,869. 

The campaign was named a finalist in the Integrated Marketing category in the 2024 SABRE Africa awards.