the campaign that made .KE a consumer choice

social media management content strategy digital advertising iko.ke campaign
Kenya Network Information Centre
client

Kenya Network Information Centre

sector

.KE registry · internet infrastructure

01 · the challenge

KeNIC is the registry for Kenya’s .KE country-code domain. In 2019 it engaged Dotsavvy to run all of its social media channels and digital advertising and drive uptake of .KE domains among everyday consumers — not just businesses and developers. Before we came on there was no strategy and no structured approach to social: the channels existed but weren’t building an audience or moving registrations. The brief was to change that, and to make owning a piece of Kenya’s internet — a .KE domain, bought through KeNIC’s accredited registrars — feel simple and worth wanting.

02 · the approach
social strategy & structure We replaced an ad-hoc presence with a proper strategy — channel roles, a content calendar and a consistent brand voice for .KE across every platform.
daily content that educates Published every day — explaining the benefits of a .KE domain and, crucially, how to acquire one through KeNIC’s accredited registrars.
community growth We grew KeNIC’s social communities from a standing start, building an engaged consumer audience where there had been little more than a logo.
paid media that sells Always-on paid campaigns drive social traffic and registrations — performance media pointed squarely at .KE domain sales through the registrar network.
the IKO.KE campaign The creative platform that pulled it together — a confident, distinctly Kenyan idea that took First Runner-Up for Best Digital Service Campaign at the 2020 MSK Awards.

the results

03 · the outcome
1st

Runner-Up — Best Digital Service Campaign for IKO.KE, MSK Awards 2020

Daily

an always-on content engine — from no social strategy to publishing every single day

.KE

paid and organic social pointed at real registrations through KeNIC’s registrar network

Turning a country-code domain into something Kenyans choose on purpose — .KE, iko .

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