The challenge: The Technologies for African Agricultural Transformation (TAAT) aims to boost agricultural productivity across Africa by rapidly delivering proven technologies to millions of farmers. To increase awareness and use of TAAT’s e-catalogs—which collate critical information about TAAT-vetted technologies—the TAAT team approached Marchmont for support in sharing this resource with their networks on social media.
Our approach: To achieve TAAT’s objectives, Marchmont conducted a social media audit and developed a campaign. This included:
- Leading consultation calls with various departments within the TAAT team to understand the user experience with the catalogs and target audiences engage.
- Conducting a social media audit of TAAT’s channels to inform recommendations on effectively promoting e-catalogs and how to measure audience engagement.
- Developing a campaign titled ‘#TAAT4That’, portraying the e-catalogs as an accessible and easy way to find technologies that address the challenges farmers, businesses and policymakers face – including materials such as GIFs, graphic cards and a social media toolkit with posts that the TAAT team could utilise across their channels.
- Conducting a series of feedback consultations with stakeholders to understand their perception of the campaign and generate insights for TAAT’s future engagements with these audiences.
Outcomes:
- As a result of the campaign, TAAT saw a 68% increase in total visits to their website. In addition to this, page views also rose by nearly 50% and returning visitors by 45%.
- The campaign also generated feedback and follow-up inquiries from key audiences such as government officials.
- In a post-campaign survey, over 70% of respondents indicated that they had learnt of the TAAT e-catalogs through the #TAAT4That campaign.
