2021 Finalist

Nation.Africa

Nation Media Group

Nairobi, Kenya

Category Product Development

Media associated with this campaign

Overview of this campaign

The primary objective was to create a mobile-first news brand across Africa that empowers the nation and the continent. The idea was to allow users to interact with the brand/website almost intuitively with smooth transitions between stories and sections and create more engaging, in-depth and trust-worthy content that is tailor-made for all and helps in recruiting younger audiences. The idea was to increase engagement, time spent on the site, better visibility,  The website was also designed keeping in mind the datawall and the creation of premium content for paid subscribers.

The main areas of product and tech innovation include:

  1. Brand overhaul – New look and feel that caters to audiences of all age groups. Creating one archetype and one master brand for all smaller brands within the group.
  2. Engagement – The addition of podcasts, puzzles, long-form content, variety of newsletters, comments integration has helped in increased engagement.
  3. Data-wall – Some of the content on Nation.Africa was put behind the data-wall to be able to understand the users better and give them tailored content.
  4. Paywall and subscriber management– Successful implementation of the paywall, creating premium content on Nation.Africa with the support of our subscribers. Sending alerts/sms/mails timely to engage and interact with our subscribers.
  5. Premium Newsletters – Introduction of the newsletter from our Editorial Director, section newsletters and premium newsletters that give a glimpse into the working of the newsroom.
  6. User interface and design – Allowing users to navigate through the site and sections with ease and giving them a young and rejuvenated experience.
  7. Content management system upgrade – Upgrading to the latest coremedia version to be able to support new formats and ideas
  8. Creating personal account pages

The primary objective was to create a mobile-first news brand across Africa that empowers the nation and the continent. The idea was to allow users to interact with the brand/website almost intuitively with smooth transitions between stories and sections and create more engaging, in-depth and trust-worthy content that is tailor-made for all and helps in recruiting younger audiences. The idea was to increase engagement, time spent on the site, better visibility,  The website was also designed keeping in mind the datawall and the 


Results for this campaign

1) Traffic: Growth in users by 8%  and 4% in December as compared to Nov 2020

2) Readers: 7.8% Growth in Brand Lovers from December to January with traffic mainly through social.

3) Search: Position 6.9 currently having improved from position 25 immediately after launch of Nation.Africa

4) Registrations: Surpassed 200K mark and growing with 1,200 daily average registrations in January 2021

5) Subscriptions: Paywall went live in the beta version on Jan 1st 2021 and we have over 300 subscriptions with a daily average of 20

6) Puzzle users: Over 10,200 puzzle players already on the website with an average time of 3.44 on the page.

7) Nation Audio: Nation Audio launched its flagship podcast “The Disappearance of Bogonko Bosire”. 9 episodes & 2 minisodes have been released so far with an impressive audience build that’s recruiting younger consumers. 10,4354 people already listening to Nation Audio.


Contact

To contact a company representative about this campaign, click here for the INMA Member Directory

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