Background Image
Previous Page  46 / 84 Next Page
Basic version Information
Show Menu
Previous Page 46 / 84 Next Page
Page Background

Safaricom Sustainability Report 2016


Data seeding campaigns stimulate demand

As well as enabling customers to purchase affordable internet-capable devices, we continued to help them to experience

the possibilities of the internet through a variety of ‘data seeding’, acquisition and stimulation campaigns. Among the

successful campaigns run during the year were the following:




‘Speed is Good’


WAZE Campaign Facebook Campaign Instafun Campaign


Issued 45 million

free 15 MB data

and 15 SMS bundles

to customers who

purchased a bottle

of Coca-Cola (code

under bottle cap)

Issued non-data using

owners of data-

enabled devices with

128 MB of free data

daily for 10 days.

Launched WAZE, the

community based

traffic and navigation

system, in partnership

with Google

Used popular Gospel

artist, Bahati, as the

ambassador to raise

awareness of the

social media platform

and recruit new users.

Used advertising to

raise awareness of

the Instagram social

media platform.


Over 20 million


3 million subscribers


Acquired an

additional 1.2 million

data subscribers

Grew our Daily Active

Users (DAUs) by 263%,

from 874,000 to 3.17


Facebook users grew

from 4.2 to 4.8 million.

Almost doubled the

number of existing

Instagram subscribers,

from 387,000 to


As a result of these and similar campaigns, the number of highly active (daily) mobile data users we have has grown and

there has been an increase of 77% in mobile data usage per customer. At the same time, the bundles have provided

greater value for customers and boosted affordability, reducing the average price per MB by 33% year-on-year.