McIvy Digital | Portfolio | Tanaka Curtis Nyakanyanga Experience

Gbets Sports Betting

As the inceptive digital marketing expert for Gbets, an online sports betting company for Goldrush Group, my task was to create a digital marketing strategy and help execute it; to increase the overall sportsbook’s client acquisitions and retention.

Challenge: With a market seemingly saturated with already established bookmakers, where consumer trust and loyalty is great; most South Africans were not aware of Gbets Sports Betting or their competitive betting odds. I tailored a marketing strategy, digital-first, to raise brand awareness, making sure South Africans would connect with this brand, whilst educating them on their offering.

Solution: One Nation, One Betting Partner! We brought the idea and strategy to life through a funnel approach, raising awareness about the sportsbook, our competitive odds, driving acquisitions, and also retaining to keep betting with us. The highlight was having the first-ever data-free gambling mobile app users could use without incurring any data costs, and also now being the largest sportsbook in Lesotho🎲🎰

Client Site

Gbets Sports Betting

Based on research insights on why there was slow adoption and app usage for the sportsbook app, our target market – lower LSM – highlighted the overall high cost of data as the main concern on why they preferred visiting the retail branches and not using the app.

We partnered with MoyaApp to offer #datafree app access and this resulted in over a 1000% increase in app downloads and over 72% customer retention rate for app and site users. We created the first-ever data-free 🎲🎰 mobile app users could use without incurring any data costs

ROLE: Product Owner | Product Marketing | Customer Journey Mapping

Client Site

Nedbank

Nedbank approached us to conceptualise and produce a digitally led campaign re-branding MBCA Bank to Nedbank Zimbabwe and offer a range of digital banking solutions to enhance CX.

Challenge: The objective was to seamlessly transition to the Nedbank brand identity and ensure that the brand portrays the ‘correct’ image to the target relevant audience, with a range of digital solutions. Key message “see money differently”

Solution: We had a integrated through the line campaign to raise awareness on the change, MBCA to Nedbank, and the new banking services on offer. We also worked on the UX of the new mobile app that allowed non-Nedbank clients to access the Nedbank App’s basic value-added functions so as to make them experience an elevated banking experience if they switchover to Nedbank.
The goal of the app was to induce trial and to show people what they’re missing by exposing them to an elevated banking experience, and also allows a person to create a bank account right from the app.

VIEW

Nedbank

Re-branding MBCA Bank to Nedbank Zimbabwe, offering a new range of digital banking solutions to enhance CX. The objective was to ensure the brand portrays the ‘correct’ image to the target audience – youthful banking population in Zimbabwe, with a range of digital solutions and enhanced UX.

Worked on the UX and journey mapping of the new mobile app allowing non-Nedbank clients to access the app’s basic value-added functions and experience an elevated banking product offering, enticing them to switchover to Nedbank.
The goal of the app was to induce trial and to show people what they’re missing by exposing them to an elevated banking experience, allowing a person to create and open a bank account right from the app without need to visit a physical branch.

ROLE: Agency Digital Lead/Product Manager | UX Design | Analytics & Tracking | Customer Journey Mapping

VIEW

Pick n Pay

We were tasked by TM Pick n Pay, the largest retail chain in Zimbabwe, to improve their online presence and overall market reach and engagement via digital and social mediums.

We put out a well-thought-out digital and content strategy that had social media at the core, improved engagement and building a large online community for Pick n Pay in Zimbabwe. The page has organically grown to be the second largest Facebook Page in Zimbabwe with close to 500 000 page followers. We ran a range of promotions on the page, household & cooking tips that were in line with the various products and promotions available in-store ultimately improving online engagement and in-store conversions.

VIEW

Decofurn Furniture

Working on insights gathered from user behaviour on site and trying to ease the overall pain-points and reduce customer churn, we relaunched the Decofurn Furniture website, moving to a more agile Shopify Plus platform with easy navigation, faster load-times, and simplified purchasing process – resulted in increased revenue, and improved customer retention for the brand.

ROLE: Product Marketing | Tracking & Analytics | Customer Journey Mapping | User Insights

VIEW

Hi-Tec

Working as part of the Hoorah team, we were tasked by Hi-Tec to improve their e-commerce performance. After analyzing the paid search and web analytics data that we received from the previous digital agency, we saw a massive opportunity to remove and further optimize campaigns that were cannibalizing organic search queries and to also improve the Google shopping performance.

This resulted in reduced media spend of 71% and increased revenue by a massive 48% in the first month with additional spend that we now realised reinvested for Google shopping campaigns and optimized to improve the quality score.

After just three months, we were able to increase revenue by 75% and obtain a 38% improvement in conversion rates across all inbound channels.

ROLE: Product Marketing | Paid Media Strategy

CLIENT SITE

Nando’s

Working on Nando’s Zimbabwe account, we were responsible for TTL marketing strategy, viral social media posts, witty content and everything else synonymous with Nando’s globally.
We set out to continuously push the boundaries with the local digital marketing, given a global social media audience of over 4 million followers. We developed a highly engaging content plan, with a range of promotions, witty viral content that continuously kept the audience entertained and stay true to the Nando’s global culture via a series of creative and integrated social media campaigns that stood ahead of the other local food chain competitors.
Quick to reference is the viral “Voter’s Roll Campaign” we rolled out (pun intended) on the run-up to the Zimbabwean elections that received massive coverage regionally and featured on eNCA and other various news channels.

Nando's Facebook

Manna Resorts

Created a digital footprint and positioned Manna resorts as one of Zimbabwe’s premier resort facilities offering accommodation, conference & venue facilities, game viewing etc located in Harare.

Chose and spearheaded the digital marketing strategy to increase and broaden our market reach and also counter the low marketing budget availed at the time. Took advantage of SEO, various online listings, OTAs (online travel agencies) and various digital and social media channels to reach and convert our global target market.

The aim was to ensure the strategy adopted would result in more bookings, better visibility and a stable brand perception in the market together with appropriate positioning.

For results on the work I did, you can google search Manna Resorts. 😁

MY WORK

Manna Resorts

Created all digital assets for and positioned Manna Resorts as one of Zimbabwe’s premier resort facilities offering accommodation, conference & venue facilities, game viewing and other recreational facilities, located in Harare. Oversaw the web development, integrating online booking engine NightsBridge, SEO, tracking, tag manager, and various digital and social media channels to reach and convert our global target market.

The strategy adopted resulted in increased local & international bookings, better visibility and a stable brand perception in the market together with appropriate brand positioning.

ROLE: Product Owner | Product Marketing | Tracking & Analytics

MY WORK

Pizza Hut

PROJECT: Paid Media Strategy Development
ROLE: DIGITAL STRATEGIST

How do you successfully come up with an effective digital media strat for an American fast food franchise in East Africa, in a country seemingly cultured, chipsi mayai and other local delicacies are a hit and having an already relatively, competitive fast food market?

Everything begins and ends with media!
After comprehensive research on the target market insights, we came up with a media channel selection and using programmatic (automated buying and selling) advertising we manage to effectively and efficiently target, and reach our key customer segments to the rising success of the brand locally.

CHECK IT OUT

WWF

A partnership in sustainable business through creating eco-commerce by partnering with K-WAY to create the WWF signature range of fully recycled apparel – enabling customers to change the world by changing their wardrobe. For Nature. For You. The recycled and eco-friendly range creates less waste and pollution, while the manufacturing process creates jobs and stimulates local growth in the community.

Not only did we manage to dramatically increase and revitalise WWFs fundraising efforts, but our sales results proved that real change matters. We sold out of core sizes in just 3 months, averaging a 245% increase in digital revenue and achieved set annual targets in only 6 months.

ROLE: Product Marketing | UX | Tracking & Analytics | Customer Insights

SHOP WWF

taskmarket

My MBA project. A digital transformation project, the creation of a competitive digital company strongly based on digital processes. I created taskmarket, an online based peer to peer platform that allows for people to hire labour for household tasks, and also for labourers to register and search for work.

After conducting an extensive research and analysis into this market, I picked key propositions needed to be addressed, the need for verified and trustworthy labourers, transparent pricing, a sense of security/safety – single females contributed to over 43% of new home owners in Johannesburg. Labourers also expressed frustrations on not having reliable job search boards and generally converge and hardware store in search of work amidst numerous run in with law enforcement and neighbourhood watch committees.

The platform was built entirely on LoCode/NoCode technology, using Bubble.io and advanced algorithms to speed up the search function and task matching, with chatbots installed to handle FAQs and other customer queries.

Test launched the app in Fourways Market with taskers from Builder Cedar Square & Lonehill signing up onto the platform and customer registrations coming from leads generated from paid media campaigns targeting their pool area. Bryanston to Broadacres and surrounding suburbs

ROLE: Product Owner | Market Research | UX Design | Platform Building

Product Prototype

Nando’s

…and the fun, witty part, making fun meaningful stuff. Here was my contribution to society for the 2018 Zimbabwe National Elections (after the coup 😆) encouraging people to register to vote 🗳️ and also raising awareness on the issue of the missing voters’ roll

As part of our highly engaging content plan, keeping the audience entertained and staying true to the Nando’s global culture via a series of creative and integrated social media campaigns. Here’s viral “Voter’s Roll Campaign” we rolled out (pun intended) on the run-up to the Zimbabwean elections that received massive coverage regionally and featured on eNCA and other various news channels. My split second of genius on copywriting

ROLE: Digital Lead | Copywriter/Ideator 👨🏾‍💻

Nando's Facebook

Services:

I have interest in helping small business owners and budding entrepreneurs launch and manage their digital footprint. I can guide you through the various facets of marketing your company for the digital era.