At MTN Nigeria, I was responsible for leading the digital campaign strategy for user acquisition and retention across the lifestyle, music, gaming, and video services. The business challenge was clear: to increase subscriber growth and retention for key digital services.

To tackle this, I analyzed the existing digital channels and ongoing digital campaigns to identify gaps and opportunities. The insights revealed gaps in user targeting, underutilized channels, and opportunities for contextual engagement.

I collaborated with the internal campaign team to design a performance-driven campaign strategy to drive customer acquisition.

A core part of the strategy involved optimizing ongoing paid campaigns managed by the programmatic agency. Through data, we identified high-converting services, best performing creatives, cross-selling opportunities. This led to the acquisition of more than 1 million subscribers in 8 months.

I also worked on other internal campaign platforms including captive portals, USSD, OTA, and SMS etc. My work focused on identifying and selecting the products with high growth potential, launching and monitoring digital acquisition campaigns, and increasing the retention rate. It was also critical to ensure a low cost per acquisition.

Furthermore, I identified new acquisition channels for campaign management, including Google Ads, Phoenix Ads, and USSD. This allowed us to launch retargeting & cross-selling campaigns, launch day-parting campaigns, network-based campaigns, and directly target the audience’s lifestyle, interest and content preferences. For example, the USSD campaigns became a critical acquisition channel as we deployed campaign messaging to customers on high-traffic channels. This led to the acquisition of more than 600k subscriptions within 6 months. These touchpoints proved effective in driving impulse subscriptions, especially for prepaid customers looking for affordable, on-the-go content services.

Beyond acquisition, I focused on retention by launching targeted re-engagement campaigns using Google Ads, SMS, and OTA campaigns. This reduced churn and improved the customer Lifetime Value.

By collaborating with product managers, I was able to launch new campaign channels, integrate with digital agencies, reduce churn, and increase customer retention.

The success of these digital initiatives reinforced the importance of data-driven, customer-centric marketing. With more than 3 million subscribers acquired within 13 months, the digital services grew significantly through the digital campaign strategies I planned and managed.