This archive report was first published on 14 October 2019.
On October 12th, 2019, Eliud Kipchoge made history by completing the Ineos 2019 challenge in 1:59:40, setting a new world record. This achievement was not only a testament to his incredible athleticism but also a marketing genius for Safaricom, the telecommunications company behind the M-PESA brand.
The company's decision to temporarily change the M-PESA logo to feature the #Eliud159 emoji proved to be a stroke of genius, generating over 11 billion impressions on Twitter. This milestone made M-PESA the first-ever Kenyan brand to achieve this feat, with the hashtag #Eliud159 topping the Worldwide Trends List for over 5 hours.
The success of the campaign can be attributed to Safaricom's thoughtful free YouTube bundle offer for its customers, which allowed them to watch Kipchoge's inspiring run. Over 3 million customers redeemed their free YouTube bundle, accessed through the 159# USSD code, further amplifying the campaign's reach.
According to David Scott, author of 'The New Rules for Marketing and PR', Safaricom's approach embodies the concept of 'Fanocracy', where the needs and wishes of customers are prioritized, turning them into fans. This strategy paid off, as the campaign spread joy and inspiration to a global audience, shattering internet records.
Interestingly, the campaign's reach extended beyond Twitter, with 57% of users accessing the free YouTube offer on iOS devices, 70% on Android, and 88% on desktop and laptop devices. This multi-device approach added to the campaign's overall impact, cementing Safaricom's position as a leader in innovative marketing strategies.
