Afreximbank

A tech-focused scale-up and media program to fast-track innovation in Africa

Challenge

Afreximbank wanted to position itself as a recognised player in the tech space and support technologies that facilitate and enable intra-African trade.

Solution

Our solution was Evolve, an industry-first scheme connecting Africa’s best scale-ups with investors and customers as well as encouraging intra-Africa trade.

Ten companies were chosen to work with Afreximbank to forge partnerships, unlock funding and access new markets. Create tracked their journey and produced a series of branded content stories shared across CNN’s network. The initiative culminated in a pitch and networking event at the Intra-African Trade Fair.

The media campaign was complemented by the editorial sponsorship of Connecting Africa, a series which showcased the people, projects and companies revolutionizing trade across the continent.

Watch the showreel

Results

3.27m Evolve social video views

6.7m Digital banner impressions

268k Connecting Africa unique views

4.92m Connecting Africa social 3- & 30-second views

Campaign Deliverables

Evolve

Evolve with Afreximbank is an industry-first scale-up initiative connecting Africa’s best scale-ups with investors and customers as well as encouraging intra-African trade. From 490 companies, 10 were meticulously selected to work with Afreximbank to support their existing growth journeys. The year-long initiative came together in a showcase event at the Intra-African Trade Fair, amplifying its impact on the African continent and beyond.

Branded Content

Create built a digital content hub on CNN.com to house all the scale-up stories and produced three social branded content films on Evolve, supported by native and digital banners. We also created two 60-second brand films which were cut down into 30- and 15-second commercials and pre-roll with native and digital banners running across CNN.com, and a 30-second TV commercial.

Watch the social film

Editorial Sponsorship

Global awareness of Afreximbank was increased through an editorial sponsorship of Connecting Africa, a 12-part series that showcases the companies that are revolutionizing trade across the continent. Sponsorship ran across TV, digital and social platforms.