This document provides an overview of Syracuse Digital, a digital advertising agency based in Lagos, Nigeria. The agency specializes in digital engagement marketing and uses various digital platforms and tools to help brands meet their objectives. It provides case studies of campaigns conducted for brands such as Adidas, Tecno Mobile, and Kobis Restaurant that achieved significant increases in brand awareness, engagement, and sales through the use of social media, websites, videos, and other digital channels. The document also outlines Syracuse Digital's service offerings, team structure, and some of the major clients and countries it has worked with.
2. www.syracusedigital.ng
WELCOME TO SYRACUSE DIGITAL2
We are Syracuse Digital, borne of creativity and
effective delivery. Established in 2012, we have
grown into a powerhouse of innovation in digital
advertising.
Based in Lagos, Nigeria, we pride ourselves as an
agency that operates within the blurred boundaries
of digital advertising and product development.
We are brand storytellers - creating powerful,
profitable and long-term connections between
brands and their customers.
Who we are
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WHAT WE DO3
We dream up and deliver innovative customer experiences
on digital platforms, helping businesses and brands meet
their all their objectives, through optimal Digital
Engagement Marketing.
Across all arms of marketing we engage in, we continually
strive to blur the lines between perception and reality - we
bridge the gap between what it’s not and what its should
be.
We have the strategies, tools and concepts to drive
interactive content that lets your customers not only hear
about you [Targeted Reach], but also consistently engage
with your brand to the position where they develop a
brand loyalty and eventually become brand advocates
[Take Targeted Action].
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WHY DIGITAL ?4
Digital Marketing uses
mobile and desktop
deployment platforms
which accounts for
100% higher real
audience reach at a
fraction of the cost.
0
10
20
30
40
50
60
70
80
90
100
Print
Media
T.V
Mobile
Radio
Desktop
Strength of Media Channel According to Audience Reach
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YOUR AVERAGE CONSUMER TODAY5
The daily life of the
average consumer.
Digital Media channels
peak at least 3 times as
often as your traditional
media channels.
Adequate Brand
Exposure is easily
achieved through digital
media channels.
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HOW WE WORK6
Our philosophy when executing digital
engagement strategies is to not only push on
your brand targets and objectives, but also get
you Data-Driven-Feedback through various
digital analytic tools, in order to help you
further understand your consumers, what
they want from you, and how you can get
them further hooked onto your brand.
To achieve this, we integrate appropriate
digital tools, across all levels of the AISAS
framework. This framework is what we use to
plan digital communication strategies that
align with your brand objectives and resonate
with your audience
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OUR DEFINED APPROACH7
AWARENESS
INTEREST
SEARCH
ACTION
SHARE
LOYAL, SATISFIED BRAND ADVOCATE
UNIQUE BRAND CONTENT
Consumer becomes aware of your
Brand/Product
Consumer becomes interested in
your Brand/Product
Consumer searches for and
identifies with your Brand/ Product
Consumer Engages with your Brand
and takes directed actions
Consumer recommends your brand/
product to other users
AISAS
CONSUMER
CONVERSION
FUNNEL
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WHAT WE DELIVER8
Social Consumer Relationship Management
Digital Display Advertising
Mobile Marketing
Social Media Advertising
ePR Management
Newsletter Marketing
Gamification/Application & Web Development
Search Engine Optimization/Pay-Per-Click
DIGITAL
MARKETING
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ADIDAS REFRESH YOUR GEAR CAMPAIGN10
BRAND: adidas
PRODUCT: Basketball, Football, Originals, Running, Training, Women
MARKETS: Nigeria & Ghana
DURATION: 2 Months [July 2015 – August 2015]
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11
adidas was faced with a marketing problem
in the West African market. Basically, people
weren’t visiting the stores or buying the
products.
We executed the Refresh Your Gear
campaign to promote sales.
The concept was simple:
• People who currently owned adidas
products were offered a chance to get
newer versions.
• People who owned products made by
other brands were lured to replace them
with an adidas.
REFRESH YOUR GEAR CONCEPT
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12 REFRESH YOUR GEAR TARGET AUDIENCE
1. Fitness Addicts
2. Celebrities
4. Influentials
5. Social Media Heads
6. Weight Dissatisfied
3. Expatriates
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13
STEP 1.
Simply fills in basic bio-data and declares interest
in certain categories that interest them.
2 STEP TO REFRESH
STEP 2.
By doing this, they get exclusive information
about new product availability in store,
according to the category they showed
interest in.
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16
In anticipation of the
Tecno Boom J7, notable
for its superb sound
production; we decided to
engage in a music themed
full digital engagement
campaign.
It was not only engaging &
captivating, it was also
effective in terms of sales
and brand value.
BOOM J7 CAMPAIGN
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17
So we teamed up with 2 star artistes [Burna Boy & Ola] and a producer [Leriq] to create a beat &
chorus, this beat was then deployed to the public via a website & a dedicated Facebook app. When
users visited the website or app, they got to listen to a verse of one of the star artiste, and were then
encouraged to download the instrumental to record their own verses to the beat.
BOOM J7 CAMPAIGN
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18
We created a dedicated Facebook App for
Social Traffic and a Boom site for traffic outside
social media to encourage UGC (User
Generated Content).
The content was recorded and uploaded on
this platform by whoever was interested in
joining the Tecno Boom Band to break the
current world record.
At the end of the activity, all the verses were
compiled by the producer and made into the
longest song. This Song was called the Boom
song.
The song was shared on the top music
streaming and download platforms in the
world. Notably ITunes, Amazon, Google, Spotify,
Sound Cloud, Beat Port.
BOOM J7 CAMPAIGN
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ESTABLISHMENT CAMPAIGN21
• Socio-centric execution
• Digitally led holistic campaign
• 4 platforms, networks & channels
Digital
Facebook
Conversion
&
Social
Engagement
Model
TwiPer
Trend
Online
Media
Awareness
Model
EPR
ExecuTon
Model
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SOCIAL MEDIA22
With Kobis being a new
entrant into the digital space,
we fixed its social pages to
not just act as the core of all
campaign activities – the
focal point of all brand
activity online and offline, not
just another social outlet for
the brand.
This pushed users to grow
accustomed to the Kobis’
Brand and its style, while
getting actual sales
information which would be
of benefit to the client in the
short term.
No ads were run during this
establishment campaign.
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THE ECOSYSTEM23
EPR content and optimized
PPC with relevant keywords
was used to drive traffic to
(on the part of the article
sites) social media platforms
as a support tactic.
Over the duration of the
campaign, content was
posted at a relatively high
frequency across both EPR
and social platforms owing to
the absence of Mobile and
Display Ads.
EPR
PPC
FACEBOOK
TWITTER
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LIVE SMART CAMPAIGN25
BRAND: Tecno Mobile
PRODUCT: Tecno Smart Family [Phantom A+, Phantom AIII, Phantom Pad Mini, P5, M5. M7]
MARKETS: Nigeria, Ghana, Cameroun, Ethiopia, South Africa.
DURATION: 3 Months [November 2013 – January 2014]
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LIVE SMART CAMPAIGN26
• 2 main content cores
• 3 content drivers
• 10 webisodes
• 1 microsite
This was a fully integrated digital
marketing campaign aimed at pushing
various products as a single range, but
with each of the different products
targeting different levels of consumers.
We opted to centralize 2 main content
cores in a microsite, and webisodes,
around which all owned, earned and paid
media was driven.
27. TECNO LIVE SMART MICROSITE
The microsite did not
just as the landing
page of all ads, but also
a central hub of
Information and
Engagement.
There was a product
section where users
could experience the
phones & purchase
them right from the
site with a single click.
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THE WEBISODES AND CONTESTS28
The webisodes, which
were released weekly,
were also hosted on a
section of the microsite.
Each webisode, carried
specific but interesting
information about each
product in the smart
family line.
Users watched these
webisodes and also
played quiz contests right
there based on what they
had watched.
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THE ECOSYSTEM29
In addition, the
microsite also served
as an in-out portal to all
the other networks/fan
communities on which
the target audience
were located.
From these networks,
we drove traffic to the
microsite and from the
microsite, we
encouraged new users
to join the fan
communities.
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CAMPAIGN RESULTS30
MOST
ENGAGING
BRAND PAGE
ACROSS W.
AFRICA TILL
DATE
1900%
INCREASE
IN DIGITAL
PRESENCE,
LARGEST
SELLING PHONE
BRAND
W.AFRICA BY
YEAR END 2013
2ND LARGEST
AND MOST
ENGAGING
NIGERIAN
YOUTUBE
BRAND PAGE
MOST
INFLUENTIAL
BRAND
TWITTER
HANDLE
ACROSS
TECHNOLOGY
CATEGORY
70%
PERCEPTION
SHIFT FROM AN
INFERIOR
TECHNOLOGY
BRAND TO A
LIFE STYLE
BRAND.
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TEAM STRUCTURE33
DIGITAL DESIGNER
[MANIPULATION]
DIGITAL DESIGNER
[ILLUSTRATIONS]
LEAD, BRAND
PLANNING & BUSINESS
DEVELOPEMENT
SOCIAL
COMMUNITY
MANAGER
DIGITAL ARTS
DIRECTOR
Isa Leslie Williams
CREATIVE TEAM
LEAD, PRODUCT
DEVELOPEMENT
Moyin OkeSeun Adeola
UX DEVELOPER
ROCKSTAR
PROGRAMMER
SUNKANMI OLA
CHIEF DIGITAL
STRATEGIST
Tobi AyeniAdetola Durojaiye
LEAD, DIGITAL
RESEARCH & BRAND
DEVELOPMENT
Adebola Adefarati
LEAD, DIGITAL
ILLUSTRATION
AND COPYWRITING
Olamide Etti
DIGITAL BRAND
STRATEGIST
Angela Okorie
DIGITAL BRAND
STRATEGIST
Nnenna Ezenyinwa
TECHNICAL LEAD,
PRODUCT
DEVELOPEMENT
Abiodun Shuaib
Bayo Jaiyesimi
Esu Gabriel
Godson Ukpere
Morris Ebieroma
SOCIAL
COMMUNITY
MANAGER
SOCIAL
COMMUNITY
MANAGER
Goke Seyi
[HEAD
OF
ACCOUNTS]
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THE BOARD34
Sunkanmi Ola C.O.O
At the age of 22 with a Professional Diploma from the DMI Institute in UAE, Sunkanmi has set the pace as the
brightest & youngest established Digital Marketing Strategist in the region. A result oriented digital enthusiast, he
stands as an alumni of the prestigious Young Account Planners academy in Cannes, France. Sunkanmi has 3+
years of professional experience under his belt and set-up Syracuse Digital in 2012.
Oludotun Solanke EXECUTIVE
DIRECTOR
Armed with degrees in Financial Studies and Marketing, Dotun has over 13 years of continuous media planning/
strategy and buying experience, most of which was at top management level servicing top-flight brands. He has
cross-industry working experience with Unilever Plc. (Client Side Marketing), Corporate Media (OOH), TWT
Communications, SO&U Saatchi & Saatchi (FSAs), Media Associates & mediaReachOMD (MIs). He is a long
standing member of PAMRO and a certified APCON professional. He plays an advisory role in the agency.
Olusegun Martins S. EXECUTIVE
DIRECTOR
Started his career as a technical professional specializing in systems design, application development and
network and security management. Due to his unique fusion of Marketing+Technology+Business knowledge, he
has served as the Head of Digital across several International Marketing Communications organizations both in
the Nigeria and in the UK. He is responsible for embedding digital into the agency's DNA and translating it to its
clients.
Sunday Abayomi O. CHAIRMAN
