MTN Ghana
A 90-Day Social Campaign for MTN Pulse Ghana
Insight
TODO: Two weeks of social listening and campus ethnography. We followed the organic content patterns of 200 student accounts across Instagram, TikTok and X. Three themes emerged: academic hustle content (study vlogs, exam survival tips), social proof loops (group screenshots, reaction videos) and local slang evolution. The campaign would borrow all three.
Content plan
TODO: Built a 90-day content calendar — 6 posts per week across Instagram and TikTok, 3 posts per week on X. Content types: UGC-style "student day in the life" Reels, meme formats localised to Ghanaian university culture, one serialised story arc per month, and a weekly student "face of Pulse" feature. All content written in Ghanaian English with locally resonant references.
Production
TODO: All content shot on iPhone 15 Pro to maintain the authentic aesthetic. A team of two student ambassadors per campus acted as production partners — they identified locations, recruited on-screen talent and provided cultural QA on each piece before publication. Turn-around from brief to published post: 48 hours.
Optimisation
TODO: Weekly performance reviews with the MTN marketing team. We A/B tested captions on 12 posts and found that posts opening with a question outperformed declarative openers by 2.3×. Shifted 30 % of the TikTok budget from paid to creator amplification after the organic reach-to-follower ratio exceeded 8× in week three.
TODO: 12 200 new Pulse SIM activations over the 90-day window, exceeding the target by 22 %. Total organic reach: 4.7 million unique accounts. The campaign's best-performing Reel reached 1.1 million views without paid amplification. Three content formats developed for this campaign were adopted by MTN's pan-African social team.
- Campaign Strategy
- NxtCre8tives
- Content Production
- NxtCre8tives
- Community Management
- NxtCre8tives
- Paid Media
- NxtCre8tives
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