MWEB's "FTWSA" Social Media Campaign Analysis & Insights
found an existing conversation,
added oil and mechanic then
launched into an
and 5 Insights Learnt
by Eshaam Rabaney
Playing Back the Execution...
1st of March 2010,
“Free the Web South Africa” launches & starts
awareness via Facebook Ads.
The ad then calls for a change in high
bandwidth costs in SA and at the end entices
users to believe that “Something big is on the
“We have a plan and in a short time will be
able to reveal it to you.” was part of the
welcome message present on the fan page.
15th of March 2010,
Just 2 days before all is revealed, 10 000 fans
gathered in great anticipation.
17th of March 2010,
MWEB identifies themselves as the leaders of
the movement, and launches its brand new
low cost uncapped broadband packages to a
community of about 10 000 plus fans. ...and as a
After about 72 hours...
Approx.16 000+ fans
Almost 300+ followers
About 50 unique blog posts
The “Free the Web” initiative was (and still is) a working idea. A
working idea that operated within a very distinct online culture;
the South African online culture and only its makeup would
understand the relevance of such an initiative.
MWEB then took that defining characteristic of the SA online
culture, fostered a story to deliver an experience then used time
to create a situation perfectly suited for their “coming out” and
Centred and focused around
a Facebook Page.
Made effective use of in-
house Facebook functions
like notes and video. THERE
WAS NO RUSH TO A BLOG OR
Twitter took a “secondary”
priority as clever in-house
usage of Facebook became
engagement. Hedstrom – Sweden // Flickr
It was SIMPLE, the campaign activity was housed in one
main spot, which then established a “head quarters”
and possibly helped gain further traction.
And to make sure it all ran smoothly
By playing on the dream of a
better internet in South Africa,
left users in anticipation of this
By making them feel a part of
something big with a simple call
to action asking for support
from participants friends and
Through content which sparked
~Gabriel of Flickr
conversation and relevance.
ran down, the order
was then issued to drop and
just like that...10 thousand+
participants became instantaneously
aware of MWEB’s new low-cost uncapped
broadband products which ignited the
community and gave them (something of great
relevance to them) to talk about and share.
photo via jamescridland / flickr.com
Insights into South African Social Media
collected from MWEB’s “Free the WEB SA” campaign
Despite the campaigns rampage of Facebook, 1 follower on twitter equated to
about 53 FaceBook fans. Where there is very little demographical and
statistical information about twitter users in South Africa for us to understand
it more holistically, the campaign gave us some great insight into the
relationships between local users and two… “Important” channels.
Sorry, That User Name is Already Taken of Flickr
MWEB’s campaign boasts fine and simple usage of channels to gather the
following. Where they could have gone and bought a domain, set up a blog
and/or even something flashy, listed on YouTube and really done
more...They centred the campaign to Facebook and in my in opinion used
Twitter like a “by the way”.
If there’s one thing that
separates local from
international, it is our
culture. MWEB’s campaign
made use of an experience
only experienced here
locally and this in turn help
targeted groups and
audiences of common
When MWEB surprised their community that they were behind the initiative,
there was a small degree of backlash. A small group question “HOW CAN
MWEB FREE THE WEB WHEN THEY HAVE A BOTTOM LINE”. Local participants
were not afraid to speak out and/or vent their negative opinion.
Their story was
worthy of passing
on to a friend.