Yegna: Social Media Strategy

Social Media Strategist // BMB Agency

Yegna (yen-ya) is a multi-platform culture brand inspiring positive behaviour change for girls in Ethiopia.
Through storylines that confront real-life issues such as early marriage, violence and barriers to education, the Yegna drama, music and talk show are challenging the way people think about girls – and the way girls think of themselves.

I worked with the team in Ethiopia to develop a robust and comprehensive social media strategy to help the Yegna brand reach and engage with a wider audience.

After the first month of activation, the brand started to see immediate results of increased interaction, positive conversations, higher reach and more engaged audiences.

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