KoiKoiUG: Rebranding Uganda
Client / Partners
Airtel Uganda & Shell (Thank You for Supporting our Trips!)
Primary Specialty
Community Empowerment & Storytelling
Market Segment
Tourism / Nation Branding
Project Tenure
3 Years
The Infrastructure
Grassroots Narrative, Media Relations, Content Strategy
If we don't tell our own story, others will tell a version we don't recognize.
The Challenge
In 2016, the global narrative of Uganda was incomplete. We needed to bypass traditional corporate marketing and empower ordinary Ugandans to become 'Storytellers-in-Residence,' successfully repositioning the national identity through a grassroots, 'unbridled' lens.
Our Solution
Our strategy wasn't just about Instagram stories; it was about the systematic empowerment of a new generation of African storytellers. Through Instameets, cross-country trips, and peer-to-peer learning, we provided Ugandans with the skills, tools, and opportunities to document their own reality. We converted utility (travel and connectivity) into a vehicle for national pride and unbridled creativity.
Metric
1.2M+
Impressions per leg
Metric
$35k+
Earned Media Value
"Uganda's digital revolution is being led by a generation of grassroots stereotype breakers."
"KoiKoiUG is the blueprint for domestic tourism movements across the continent."
"A unbridled documentation of the pride and heritage of the Pearl of Africa."
Case Study Evidence
This result was delivered via a Enterprise Studio.
Our managed circles provide consistent, high-fidelity creative infrastructure for growing brands.
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