The Replenish Africa Initiative.

Refreshing content for RAIN

The Coca-Cola Foundation (TCCF) introduced the Replenish Africa Initiative (RAIN) in 2009 in response to the lack of water and sanitation faced by Africans. Managed by the Global Environment and Technology Foundation, RAIN aims to improve the lives of 6 million people in Africa through water-based initiatives. Through a strategy-focused pitch process, Boomtown won the RAIN website and social media development account.

Our content strategy kicked off with a pilot social media phase to create awareness around RAIN’s projects, ahead of the website launch in February 2020. Through visuals and video storytelling, we were able to share more in-depth information and create an emotive connection with our target audiences.

The RAIN website showcases the information behind the emotional stories, in the form of downloadable factsheets, a gallery on each of the completed projects, and an interactive map that shows where RAIN’s projects are taking place. The key objectives of the social media campaign were to drive awareness, engagement and video views across Facebook, Instagram and Twitter.

Over a six-week period, our content appeared on newsfeeds, almost 4 million times. We reached over 2 million unique users, and received over 1.4 million video views, as well as a flood of comments and over 1.3 million engagements. Refreshing content coupled with meaningful storytelling proved to be a successful and worthwhile approach, driving visitors to the website and keeping people informed.