Globally, the youth population is growing at a faster rate with Africa leading the charge. As a global telecommunications leader, Vodafone wanted to create a product that spoke the youth’s language, was designed by them and for them. Hence, the decision to contact EchoHouse for digital assistance.
The Ghanaian youth loved exclusivity. They wanted an experience crafted to suit their changing lifestyle. The strategy to a hashtag that allowed people to have frank conversations that empowered and opened the door for self-expression was crafted. #LetsNotPretend came to sum up fan expressions online.
To make the conversations more meaningful, we immortalized some of them. The hashtag which had garnered over 30,000 tweets and earned media from radio platforms like Citi FM to TV3 and websites like Ghanaweb.com, modernghana.com, pulse.com.gh turned into an on-the-ground activation. The campaign morphed into a tweet-to-wear T-shirts campaign which printed over a 1,000 tweets.
#LetsNotPretend became a continental hashtag with people from Nigeria, South Africa and Kenya joining in the conversation. This resulted in the hashtag being nominated for Hashtag of the Year at the 2014 Africa Social Media Awards.