EXP launch study to enhance millennial-focused marketing
Leading pan-African experiential events firm, Exp Agency has partnered with pan-African transaction informatics firm, REACH Technologies, to conduct the first-ever multi-city study of the ways that money, society and professional aspiration empower and inform the African millennial experience.
The study’s findings are to be shared with an exclusive line-up of marketing executives and tastemakers in a series of three invite-only events in Accra, Nairobi, and Lagos. The maiden Thought Leadership session was held earlier 5 July, 2019 in Accra, Ghana. The others have been scheduled for Lagos on Wednesday, 10 July and NAIROBI on Friday, 12 July.
About 60 marketers in Ghana attended the first presentation where various speakers provided diverse insight on the theme of the event-, Uncovering Monetary, Social, and Professional Currencies in the African Millennial Experience.
According to the agency, the launch “comes at a time when Africa is experiencing unprecedented urbanisation and population growth – population expected to hit 1.7 billion in the next 10 years – hence understanding the continent’s largest-ever group of consumers is imperative for the survival of any brand that intends to harness this enormous opportunity.
“The study represents the views of over 20 million urban Africans between the ages of 20 and 35. Collected simultaneously across Lagos, Nairobi, and Accra, the study leveraged the REACH transaction informatics platform to accurately identify and elicit input from young Africans – the first time a study of this accuracy and relevance has been simultaneously conducted, and automated.”
Established in South Africa, in 1982, Exp has led the development of experiential marketing across the continent, as Africa’s largest and leading Experiential Marketing Agency. The expansion into the rest of the continent started in 1995, with the opening of EXP Kenya office as the first office launched outside of South Africa.
The agency has subsequently expanded into other African markets including Zambia, Malawi, Mozambique, Tanzania, Uganda, Rwanda, Nigeria, Ghana and Senegal.
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