START SMART PLATFORM

START SMART MISSION


The Global Alliance for Improved Nutrition (GAIN) set out to support national efforts in South Africa to educate mothers about the importance of food nutrition and it’s effect on cognitive development through the mobile medium.
http://www.startsmart.mobi

T H E  R I G H T  F I T

Thumbtribe have been actively invested in developing mobile content solutions to drive engagement, media, innovation and education since 2003. We have established an in-depth understanding of mobile devices, technology and consumer behaviour and boast a well-defined project management approach and excellent track record of delivery.

Additionally, our proprietary platform enables us to deliver content with absolute precision to the widest number of devices in Africa, covering over 6500 device profiles. Our platform offering and expertise rendered us perfectly primed to develop a mobile engagement strategy to meet GAIN's objectives.
P R O G R A M M E  O V E R V I E W

Launched in October 2013, Start Smart targeted mothers and mothers-to-be, striving to bridge the nutrition gap using incentives to drive referrals and engagement, networks and educational mobile messaging. Incentivising desired actions, such as signing up, referring friends and completing quizzes helped develop a deeper understanding of the importance of nutrition to start driving behaviour change.

The campaign was active across three main platforms: a mobile website, popular messaging platform (Mxit) and an interactive USSD based platform. The multi-pronged approach was devised to reach the widest possible audience.

Once registered, users could engage with the content and a centralised database would recognise the user across platform.
R E S U L T S

Within a week of launching the campaign had gone viral. At the end of 2014 there were 128 628 mothers signed up to participate in the Start Smart programme - compared to an initial target base of just 10 000 for the year.
552192
HRS OF EDUCATION CONTENT SERVED
649709
PAGE VIEWS PER MONTH
72977
SESSIONS
PER MONTH
4.54
MINUTES
PER SESSION
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