Jumia effectively communicates value to its customers
I am something, I tend to follow you everywhere you go, what am I? In this riddle, it will be understandable if most Nigerians give 'Jumia' as their answer ahead of 'Shadow'. As certain as night comes after day, 'Jumia is everywhere' is a phrase that a good number of the population have said at least once during the course of the year 2014. In truth Jumia took marketing campaigns to new and exciting heights in this part of the world as everywhere you turned, looked or went, there was some Jumia presence for you to witness.
Why have a great product with such amazing customer value if nobody knows about it? So does the adage go and Jumia seemed to take this rhetorical question to heart and fully go to work. Over 1 million seconds of the Jumia ad aired on 24 TV and 26 radio stations; reaching over 78 million Nigerians in all cities in Nigeria who all got singing the highly addictive JUMIA JUMIA JUMIA soundtrack! In a Jumia survey conducted it was discovered that 2 out of every 5 Nigerians can sing the Jumia song. In comparison just 3 out of every 5 Nigerians could sing the national anthem from start to finish. Very impressive
Jumia also rose to being the 2nd most visited local content website in Nigeria, behind only to Nairaland. Looking at it from a different perspective, Jumia is among the top 10 most visited websites in Nigeria behind heavyweights such as Google, Facebook, Yahoo, Twitter and the likes. In 2014, there were over 200 million page views on the Jumia website, which is even more than the total population of Nigeria. An enlightening fact is that Jumia customers were not only accessing the website via their computers as 50% of the customers purchased on Jumia using the mobile app downloaded unto their Android, IOS, Windows and Blackberry devices.
Jonathan Doerr, Jumia MD Marketing said, "There probably would be a lot of people out there who think Jumia must have a bottomless marketing budget but nothing could be farther than the truth. The truth is a good product always sells itself. It is impossible for us to put a value on the thousands of customers who refer us to their friends and family telling them about their amazing shopping experience and impeccable service delivery they received while shopping on Jumia. For this we say Thank you and promise to continue to uphold that trust and support as we enter into a new year".
Click here to watch the Jumia ad.