How did Wema Bank (Nigeria) use various forms of gamification to boost its online presence and drive acquisition of a key mobile product?
This document was presented as part of a panel session on Gamification during Social Media Week 2014 - Lagos.
Experiments in Gamification - A Wema Bank Example | #SMW2014
Experiments in Gamification for Businesses &
A case study of @WemaBank
Seen as typically ‘old’, Wema Bank was posed with a
challenge to use its online platform to change the
negative narrative around the brand whilst also
winning brand advocates in the process and driving
acquisition and utilization of its mobile app, Wema
WHAT WAS AN ‘OLD’ BRAND TO DO?
Very Negative Online Perception Ratios 1:25 (2011)
Poor understanding of its Status as a Regional Bank –
hence, all discussions online tended to focus on this
General apathy towards the brand especially
amongst those aged 18 – 35
Low utilization of its mobile banking products &
Very limited marketing spend compared to Av.
Drive Numbers or Quality Engagement?
More PR vs More Ads?
Desktop vs Mobiles?
Fun vs Serious?
Downloadable Apps, Reality Show Styled Games or
What product can we tie to this campaign?
Local Content/Development vs. Foreign?
- Quality Engagement over Numbers
- Strategic Online PR over More Online
- A mix of fun, serious, reality gaming
1st ever online-only based reality
show in Nigeria. 10writers, 13weeks,
USD1000 Prize Money
Format: Online-Based Reality Show for budding writers
Platform: Online only Campaign Duration: 13weeks
- Change Online narrative
- - Improve Perception in the short – medium term by 30%
- Improve knowledge and grow acquisition rates by 15% of
mobile banking app, WemaMobile.
Agency: DraftFCB Interactive
Developers: Maliyo Games (Nigeria)
Platform: Online only (Desktop Devices)
Campaign Duration: 3months
- Improve Online Share of Voice in the industry
- Drive engagement rates by 10% or more during the campaign
- Drive knowledge of e-products and utilize the platform for
N u m b e r o f m i n u t e s o f S h a r p S u l e P l aye d
M a l e : Fe m a l e R a t i o o f
# S h a r p S u l e P l aye r s
Increase in reach during
#Shar pSule Campaign
Online Perception (+ve : -ve)
- improved by over 120% at the end of the
campaigns in December 2012 i.e. from 1:27 in
December 2011 to 18:1 in December 2012
across the online universe
- Features on CNN Inside Africa and over 40
blogs, newspaper and online sites
contributed greatly to changing the narrative
- 3 Twitter Trends
- Engagement rates improve by between 17%
– 30% across all our platforms (Website, FB,
- Engagement rates on FaceBook doubled
during the campaign period
- In share of Voice we moved from No.11 to
No.2 during the campaign period.
improved by over 120% at the end
of the campaigns in December 2012
i.e. from 1:27 in December 2011 to
18:1 in December 2012 across the
No one size fits all approach
Set Goals, Aim moderately
Ensure there is value for the consumers which should in turn
bring value to your business
Measure… Measure… Measure… and Measure More
Always match your analytics based decisions with your
experience as a marketer
Be ready to change your approach midway if it isn’t working
If you do it well, the large spenders will copy you –
With/Without similar success as can be seen with TheWriter
Most importantly, Creat your niche!