Client: NFT Consult
Campaign: NFT Culture of Work
Target Region: Pan-Africa (9 countries)
My Role: Campaign Strategy, Creative Direction, Content Production
Context & Challenge
With over 60% of Africa's population under 25 and youth unemployment at 32.6%, NFT Consult faced a critical challenge: an overwhelming number of skilled young professionals competing for limited job opportunities. This situation required shifting the company's narrative from transactional recruitment to meaningful advocacy.
Strategic Approach
I conceptualised and executed a pan-African storytelling campaign, reframing the employment conversation from scarcity to ambition and resilience. Collaborating closely with regional creatives, we produced authentic portraits and narratives highlighting professional journeys across Africa, ensuring respectful and ethical representation.
By framing real stories through a lens of ambition, resilience, and identity, the task needed to strengthen NFT Consult’s brand value while contributing meaningfully to the broader conversation on youth unemployment and the evolving culture of work in Africa.
Execution & Delivery
The campaign was strategically rolled out across Instagram, Facebook, Twitter, and LinkedIn, accompanied by monthly editorials providing in-depth insights into employment trends and fostering community engagement.
As we celebrate the Culture of Work within the African community, we're thrilled to share Monica Cyrus's journey from aspiring doctor to Digital Manager NRG Radio Uganda. A tale of resilience. 🌍🚀 #NFTCultureOfWork #AfricanDigitalLeaders #ResilienceInTech #NRGRadioUG pic.twitter.com/c3dq2i9H44
— NFT Consult (@nftconsult) March 19, 2024
Results
58.7K Total Impressions
+1918% YoY growth; +294% surge from previous peak.
2,610 Post Interactions
Significant YoY increase from 107 (March 2023).
5x Increase in Total Posts
From 23 (March 2023) to 115 (March 2024), showcasing a consistent, high-quality content strategy.
5,000 Organic Impressions
Driven by standout storytelling posts like “Meet Layla Ndaula” and “Elizabeth Ntege’s Leadership Journey.”
Personal Inspiration
This campaign was deeply informed by my foundational experience at 15 with the Everyday Africa documentary team in Mombasa, where I learned the power of authentic, culturally respectful storytelling. This ethos guided the NFT Culture of Work campaign, emphasising purposeful narratives and cultural empathy beyond traditional KPIs.
