The Flourish Africa ₦1 Billion Fund Campaign
Flourish Africa
The Brief
Repositioned and relaunched the Flourish Africa ₦1 Billion Women Entrepreneurship Fund (Year 1) campaign to address user hesitation and trust gaps, increasing applications from 16 to over 20k within two weeks.
Applications: 16 → 20,416
Target: 5,000 (Exceeded by 3.1x)
Impressions: 3.6M
Followers: 30.39K across platforms
The Problem (Adoption Gap)
Within the first 7 days of launch, the campaign generated only 16 applications despite having a strong offer (₦2M grants + business training) and paid promotion on Meta. The problem was not distribution, but low adoption driven by user hesitation.
User Insights
I analysed user behaviour and feedback through the following:
Reviewed comments, DMs and external feedback
Identified recurring objections around eligibility, trust, and process clarity
Track drop-off points in the application funnel
Through this, I identified two critical barriers:
Self-Disqualification - Many women did not see themselves as “qualified enough” to apply. The programme was perceived as being for “advanced” or highly structured businesses, excluding early-stage founders.
Trust Deficit - Many users were unfamiliar with the brand and skeptical about the fund's legitimacy, hence hesitant to engage.
The Solution
Hypothesis: If I
Reposition the programme to feel accessible and inclusive and reinforce credibility and trust, then application adoption rates would increase significantly.
What I Changed (Campaign Walkthrough)
Addressed Concerns Directly: I created FAQ-driven content based on real user questions and led a Q&A workshop with the Flourish Africa programme managers to address these questions. The Zoom, Meta & LinkedIn Live workshop session answered users’ questions and provided step-by-step guidance on how to apply and what to expect.
Strengthened Trust and Credibility
I leveraged the founder’s credibility by collaborating with Folorunso Alakija’s social media platforms. I also created content around past beneficiaries, success stories and organisational legitimacy.
Multi-format Content & Engagement Strategy
I introduced a mix of:
Deadline-driven messaging to create urgency and increase conversion
Short-form videos, carousels, and FAQs
Business and grant application tips
Gamification content (FA Bingo, What would you do with ₦2M? etc)
Introduced motivational and aspirational content to reduce intimidation
Results
Within 2 weeks, we received over 20k applications. 3.1x over the initial target of 5,000. The demand exceeded capacity, requiring deferral of applicants to the next cohort.
Before - 16 Applications
After - 20,416 Applications
Growth - 127,500% Growth
Before: ░░░░░░░░░░ (16)
After: ██████████████████████████ (20,416)
Engagement
Significant increase in engagement and user interaction, reflected in 30.39K followers, 74.9K likes, and 3.4K comments across Meta, LinkedIn, TikTok & YouTube during the campaign period.
