Task
As an Influencer Marketing agency, we’ve unlocked two fundamental truths; First, CONTENT IS EVERYWHERE and African creators are a testament to that, with their boundless creativity and ingenuity in taking the most minimal resources to make content that transcends borders. Secondly, there is a growing need for dedicated spaces for content creation and a lack of sufficient knowledge among content creators on the intricacies of the content industry. And with the right tools and opportunities, these creators can transform any moment into compelling content. Recognizing this gap, Influencer Africa partnered with some of the best and biggest brands and content creators to organize a content creators paradise called “Creatorthon” to address these challenges.
Creative Idea
Creatorthon prioritized personalized experiences for both creators and brands. We combined interactive workshops, inspiring speakers, and engaging panel discussions, led by experts who shared their expertise in storytelling, branding, monetization, and the latest trends. The hands-on approach set Creatorthon apart, providing content creators with practical skills for navigating the business landscape and honing their craft. Understanding the essence of creation, we provided content props for our creators to do what they do best- CREATE! Additionally, our creators had the chance to connect directly with the personalities representing the brands they aspire to collaborate in an exclusive mixer session. This facilitated meaningful interactions where creators could pitch ideas, discuss potential collaborations, and establish a personal rapport with key decision-makers within the brands. Simultaneously, for brands, this session served as a platform to discover new talent and explore innovative content ideas, fostering long-term partnerships.
Strategy
The strategy behind Creatorthon was twofold: first, to address the evident gap in knowledge and resources within the content creation industry, particularly in Ghana, and second, to foster meaningful connections between content creators and brands. Influencer Africa aimed to empower creators with practical skills and opportunities to thrive in the digital landscape. By partnering with renowned brands and content creators, the event aimed to provide personalized experiences tailored to the needs of both creators and brands. This was achieved through a meticulously curated agenda featuring interactive workshops, inspiring speakers, and engaging panel discussions led by industry experts. Additionally, the inclusion of content props and hands-on sessions encouraged creators to actively participate and unleash their creativity while learning valuable insights. The evening mixer session also provided a unique platform for creators to directly engage with brand representatives, fostering genuine connections and potential collaboration opportunities. Overall, the strategy focused on bridging the gap between creators and brands for mutually beneficial partnerships.
Execution
To provide valuable insight into the endless possibilities in world of content creation, we invited notable creators like Maraji, Joshua Cleopas and Darren Windor to share their knowledge with our over 200 attendees. For a comprehensive understanding of the brand perspective, we invited industry experts like Bernard Kafui Sopke, Israel Laryea, Kwabena Oppong Nkumah and Magnus Rex Danquah who provided invaluable insights on the Brand-Influencer dynamic, enlightening our creators on the multifaceted world of branding. The event agenda included a mix of keynote speeches, panel discussions, workshops, and hands-on sessions.
During the event, our team set up different content props strategically placed around the venue to encourage content creators to actively engage and create content while learning. These props included photo booths, video setups, art stations, and interactive installations. The content creators were encouraged to experiment, collaborate, and showcase their creativity throughout the event.
Finally, to spice things up, we were thrilled to host renowned Ghanaian musician, Lasmid and the acclaimed dancer, DanceGod Lloyd, to our event. Additionally, we extended the excitement beyond the venue by showcasing the experience on television, with coverage from GhOne Press adding to the buzz of the occasion.
Result
In less than 2 days following the event, online posts have garnered over 5 million impressions, reaching an audience of over 3 million individuals who engaged with content from our creators. Additionally, we’ve received overwhelming feedback from creators, with many expressing their eagerness for another Creatorthon, and brands have reached out expressing interest in speaking at future events. Furthermore, we’ve received inquiries from creatives in other countries about the possibility of hosting Creatorthon in their countries. And so, in 2024, we plan to expand Creatorthon’s reach by taking it to Benin in April 2024!