If you went on the streets today and asked just about anyone what continent they thought was the most underrated. A common response would come from every person you asked: Africa.

A continent that has been overlooked in the global business landscape, but times are changing. Global marketers have adapted business models to suit the continent’s middle class, youth population, and untapped markets.

From a growing digital ecosystem to deposits of natural resources, Africa presents a vast number of opportunities that savvy brands can’t afford to neglect, and neither should your brand.

Africa is not just a land of potential, but also one of opportunities.

Africa: The Goldmine Global Brands Can’t Ignore

Answering the question: Why Africa?

Picture a continent boasting over one billion people, a significant portion of these people are the young and the ambitious. This youthful demographic is quickly urbanising and embracing the new world.

Besides the young, the middle class has seen an increase in population over the years. In 2010 alone, a report showed that Africa’s middle class surpassed 300 million people and will reach 1.1 billion by 2060. From an economic standpoint, the continent demonstrates resilience with an average growth rate of 4.1% from 2000 to 2023. Also, Africa’s digital revolution is in full swing, with Nigeria leading with over 103 million internet users as of January 2024. The stats speak for themselves! Africa offers a vast market to leverage.

Africa’s Unique Consumer Behaviour

For any investor stepping into a new territory, the trickiest part of all might just be trying to figure out the behaviour patterns of the consumers in that particular place. For African consumers, brands must meet them where they are, through active social media engagement and localising marketing strategies to foster both trust and loyalty. Interestingly, Facebook leads with an 80.21% market share among indigenous social media users.

From the bustling streets of Lagos, the bright markets of Nairobi to the colourful festivals of Cape Town, the sounds of local music blend well with the energetic chatter of its indigenous people; each conversation reflecting the rich heritage of all the cultures that make up Africa. In this case, one thing remains certain: Africa’s diversity is its heartbeat. Use that to turn your campaigns into a marketing success.

The Coca-Cola Effect: Case Study of a Global Brand That Won in Africa

Who doesn’t know Coca-Cola in this time and age? If you’re still not certain if a global brand can succeed in Africa, take Coca-Cola for instance.

This world-famous brand was once estranged from Africa until 1928 when the first wave of Coca-Cola drinks swept across Cape Town, South Africa. But Coca-Cola didn’t stop here. So, what did they do? They made a grand entrance into other diverse African markets around 1970, making a household name for the brand among Africans for nearly a century.

Coca-Cola’s incredible reign is a testament to the efforts of strategic localisation of products and marketing, a broad distribution network, consistency in product quality, adaptation to market dynamics, and ongoing community support initiatives.

At the heart of it all, Coca-Cola has evolved far beyond just a fizzy refreshment. It has become a feeling, a moment, and a memory. Through iconic campaigns like “Taste the Feeling,” “Real Magic,” and “Open Like Never Before,” Coca-Cola has poured joy, connection, and nostalgia into every bottle.

Thanks to a foolproof marketing game plan, it is more than just a drink; it’s a legacy of smiles. One poured, shared, and remembered with every sip.

Key Marketing Strategies for Success in Africa

What does it take for a brand to make it big in Africa? With over a billion people, hundreds of languages, and a culture basking in diversity, brands need more than just great products. They need smart, targeted strategies that turn newcomers into history makers. Take a look at these key strategies that make brands unforgettable:

• Localised Content and Messaging

Have you ever heard a brand speak your language or use local humour? It feels more relatable, right? Developing content that reflects local languages, humour, and cultural references can make a brand feel like part of the community rather than an outsider.

• Leveraging Social Media Platforms for Engagement

Where do most consumers spend their time online? Platforms like Facebook, Instagram, and Twitter are some of the biggest digital gathering spaces. Brands that actively engage with consumers through comments, interactive posts, and trending challenges can build strong relationships and lasting loyalty. Snubbing social media is a brand’s silent downfall, leaving it in the shadows while competitors thrive in the spotlight.

• Collaborating with African Influencers and Celebrities

Who are the voices people trust the most? Local influencers and celebrities often have the power to shape opinions and drive trends. A great example is Pepsi’s collaboration with Senegalese-born TikTok star Khaby Lame. Did you see how effortlessly he made their product even more of a sensation? That’s the power of influencer marketing.

• Building Brand Trust through Corporate Social Responsibility (CSR)

Would you support a brand that genuinely cares about your community? When brands invest in initiatives like community development and environmental conservation, they show that they’re not just here to sell; they’re here to make a difference. And that’s something people remember.

Curious about how you can take your marketing from fairly decent to unforgettable? Let’s talk!