Me Firi Ghana organized a multi-platform social media campaign called #LetsGoalGhana to promote support for the Ghana national football team during the 2014 FIFA World Cup. The campaign aimed to grow Me Firi Ghana's audience of 18-30 year old Ghanaians and engage Ghanaian diaspora communities. Through targeted social media posts and events in London and Brazil featuring the #LetsGoalGhana hashtag, the campaign exceeded engagement goals and helped Ghana vs USA become one of the most discussed games on social media during the early stages of the tournament.

1. Me
FiRi
Ghana
I
2014
World
Cup
Mul8pla9orm
Campaign

2. Me Firi Ghana is an international member’s advisory network providing routes to engage and
invest in Ghana. Me Firi Ghana is a growing network of 7,500 members with a presence in
Ghana, UK, Italy, Germany & France.
Me FiRi Ghana’s primary audience was predominately 18-30 year old UK based Ghanaians, an
audience we specifically wanted to grow within the USA, Ghana and countries in Europe
densely populated with Ghanaian Diaspora and non-Ghanaians who have a love for Ghana.
WHO ARE WE?
So we devised a global multichannel campaign during the Brazil 2014 World Cup to grow and
develop the brands exposure and appeal to 18-30 year old non-Ghanaians and the primary
audience who reside outside of the UK.
THE CHALLENGE
THE SOLUTION

3. CAMPAIGN 5 STEP PROCESS
1.
CONCEPT:
Research
Audience
Story
2.
STRATEGY:
Ideas
Methods
Content
3.
PARTNERSHIPS:
Brands
Media
Influencers
4.
ACTIVATION:
Launching
Engaging
Reactivity
5.
REVIEW:
Reach
Evaluation
Assessment

4. The World Cup is the most viewed and followed sporting event in the world.
The 2010 World Cup attracted an estimated cumulative audience of 26.29 billion!
The 2010 Ghana v Uruguay World Cup match was a defining moment for Ghana, and for Africa.
The match produced one of the most memorable moments in footballing history…
WHY THE 2014 WORLD CUP…
But we noted that such historic moments, reactions, interactions and actions during the 2010
World Cup was not captured using any single platform or interactive campaign!
That is why for the 2014 World Cup we conceptualized…

6. The objective was to grow our audience by creating experiences to unite, showcase & share the
global supporters passion for the Ghana Football Team through imagery, videos and commentary,
captured using the unique hash tag and slogan #LetsGoalGhana
The World Cup is a time for unity and definite patriotism, so we devised a multiplatform
phenomenon to fulfill the brands objective. A campaign driven by social media aiming to own
defining moments, connect diverse audiences and conversations relating to Ghana.
THE CAMPAIGN CONCEPT

8. CAMPAIGN ARTWORK
Our design artwork below was used as a vehicle to stand out, engage and drive conversations
to inspire support for the Ghana Football Team through social media.

9. CAMPAIGN ON SOCIAL MEDIA
#LetsGoalGhana was adopted earlier than predicted and was organically used by members of
the Ghana Football Team, celebrities, leading brands and people from around the world!

10. GHANA HOUSE SCREENING EVENT
We hosted the first Ghana House specific World Cup screening events at the exclusive Old
Street Terrace venue in London; uniting an eclectic range of Diaspora to embrace & share
Ghanaian culture. The venue was located in Europe's fastest growing tech city, accessing
50,000 commuters daily!

11. CAMPAIGN IN BRAZIL
The campaign gathered momentum oversees in Brazil and was embraced by fans, celebrities
and personalities like BBC Sports Correspondent Gary Lineker.

12. CAMPAIGN RESULTS

13. “The biggest country cheer came during Ghana v USA, and it was Ghana that had the biggest
percentage increase in social conversation. Ghana saw an increase of 166% compared to its
average tweeting volume, versus 7% for USA.” Source:
(WeAreSocial.com)
CAMPAIGN IMPACT

14. CAMPAIGN OUTCOMES
ü The campaign exceeded direct engagement estimates by 400%
ü Me FiRi Ghana’s twitter account gained an additional 400+ new followers
ü Campaign built a fan base of 2,138 users using #LetsGoalGhana on instagram
ü #LetsGoalGhana was featured on VOX Africa TV, broadcast to 23.8 million households
ü Campaign was screened on BT Sport Not in Rio digital media UK Television Programme
ü #LetsGoalGhana directly engaged 3 million users, with 4.6 million impressions over 21 days
ü Campaign engaged and gained positive presence in UK, USA, Ghana, Canada, Germany,
France and Brazil respectively.
ü #LetsGoalGhana was a key driver for the Ghana vs USA World Cup game becoming the most
talked about game on social media in the first two weeks of the World Cup!
ü According to the Wall Street Journal, Samsung’s #Galaxy11 social media campaign engaged
4.7 million users in 10 months. #LetsGoalGhana reached 3 million users in 21 days!

15. WHAT’S NEXT?
We
offer
business
development
consultancy
services.
We
consult
individuals,
brands
and
organisa=ons
recommending
investment
opportuni=es
and
tailored
strategies
to
engage
Ghana
and
African
communi=es.
If
you’d
like
more
informa=on
or
to
engage
our
service
we’d
like
to
hear
from
you.
Ben
Antwi
R:
Director
of
Communica=ons:
E:
bantwi@mefirighana.com
Contact us
E: info@mefirighana.com
W: www.mefirighana.com