Client Successes

LINKS/Tetra Tech International Development

Background

LINKS designed a COVID-19 response initiative to drive employment in the tailoring sector while contributing to the fight against its spread in Kano, Kaduna and Jigawa States. The initiative (KKJ Safemasks Initiative) supports the local production of quality and safety-compliant face masks for the general public across the three states. LINKS launched statewide radio campaigns to market the locally produced face masks as part of its support.

Problem

LINKS needs a reliable media company that will do a thorough media planning, media buying and monitoring of the KKJ Safemasks Initiative campaign within a specified budget and ensure the investment goes the distance to reach campaign goals.

Solution/Activities

Aries Concept was contracted to carry out the KKJ SafeMask Initiative media campaign, and Aries carried out the following activities:

  • Identification of Media House And Negotiation of Volume Discount:  As a rule, we buy the most strategic ad placement to ensure that the target audiences are reached. We engaged with Freedom FM, Kano, Kaduna, and Jigawa; Kaduna State Media Corporation (KSMC); Kano Radio Corporation; and Jigawa Radio. Successful negotiations resulted in favourable volume discount rates, aligning with our campaign budget and desired ROI.

 

  • Media Planning and Campaign Launch: we strategically ensured that the ads were aired during prime time to maximize recall. We received weekly advertising schedules from the stations to facilitate easy monitoring. The campaign ran for 26 days.

 

  • Media Delivery (monitoring): Aries Concept deployed personnels across the three states to monitor the campaign airing on each station. Live broadcasts were recorded to ensure no spots were missed. If any spots were missed, station managers were contacted to reschedule them accordingly. Daily recordings from each station were collated into a folder. At the end of the campaign, the radio stations issued Certificates of Broadcast.

Result

Aries Concept facilitated the airing of the KKJ Safe Mask Initiative jingles 415 times across six radio stations in three northern states. Based on the listenership figures of these radio stations, the campaign reached an estimated population of 17,300,000.

Client: LINKS – Catalysing economic growth in Northern Nigeria

Engagement: 2020-2020

Summary: Media Planning, Media Buying and Monitoring.