The Safaricom Green Army: A Triumph in Brand Love
min read

The Safaricom Green Army: A Triumph in Brand Love

Sharon Muhambe
Sharon Muhambe
September 11, 2023

In the dynamic world of telecommunications, Safaricom has always stood as a beacon of innovation and excellence. Their unwavering commitment to delivering top-notch services to their customers is nothing short of remarkable. But how do you turn this dedication into a movement, a genuine expression of brand love?  Our platform turned the tables by engaging 6,732 unique nano influencers to craft authentic, unbranded messages about their favorite Safaricom experiences. 

In this case study, we delve into how Safaricom's collaboration with Wowzi brought the "Safaricom Green Army" to life, spreading brand love, improving online sentiment, and boosting Net Promoter Scores (NPS) to unprecedented heights.

The Goal

Safaricom sought to deepen its connection with its customers on social media platforms. They faced the challenge of creating authentic, unbranded content that showcased the brand's value without resorting to traditional promotional tactics. The consequence of not addressing this challenge was a risk of losing touch with their audience in an increasingly digital world.

The Solution

Safaricom found its answer in our innovative platform. What stood out to them about Wowzi was its ability to match influencers with their brand based on their interests, ensuring a genuine connection between the influencer and the product.

Safaricom decided to leverage our platform to engage nano influencers who would create unbranded content, all while speaking in their local and natural language. This approach allowed the influencers to remix memes, create skits, and tell stories that resonated with their audiences.

The Results

  • Spread Brand Love: Safaricom's collaboration with the influencers resulted in an outpouring of authentic brand love. Thousands of messages flooded social media platforms, underscoring the value Safaricom added to people's everyday experiences and lives.
    Improved Online Sentiment: The campaign significantly improved Safaricom's online sentiment. Positive mentions and conversations about the brand soared to 97.8%, reflecting the genuine connection created with the audience.
    Boosted NPS Score: The most remarkable outcome was the measurable shift in Safaricom's Net Promoter Score. The Green Army's authentic messages resonated with customers, leading to increased loyalty and advocacy.

Bonus Benefits

Beyond the quantifiable results, Safaricom experienced additional, unexpected benefits. The campaign fostered a sense of community among the Green Army influencers, further strengthening their bond with the brand.


With the Safaricom Green Army campaign on Wowzi, Safaricom has set a new benchmark for connecting with customers authentically. The brand's journey continues, building on the foundation of this successful campaign.

As Safaricom forges ahead, we invite you to consider the power of our platform for influencer discovery, automated marketing campaigns, easier deliverable management, automated reports, and campaign fulfilment. The Safaricom Green Army is proof that authentic connections can transform a brand and its community. Are you ready to take your brand to the next level? Contact us today and let's start crafting your success story together.

Drop us an email at or message us on any of our social media channels. Let's make your campaign a game-changer! 🚀💥