The advertising industry in Ghana has been growing exponentially especially in the past two decades. But in the absence of clear-cut laws that regulate the industry and its practitioners, the advertising industry in Ghana is packed with a mixture of professionals who are mostly members of the Advertising Association of Ghana, on one hand, and non-professional advertisers, on the other hand. The industry itself is a multi-million-dollar industry with lots of business opportunities. It has become a strong force that builds brands for both local and multinational companies, giving those companies access to potential customers and clients, resulting in the emergence of strong brands and impressive bottom-line.

But the art of advertising demands a whole lot of intricate skills and technical knowledge to make it impactful in order to derive the needed results that an advertisement sets out to achieve. David Ogilvy, often referred to as “Father of Advertising” is credited with the known advertising philosophy that advertising should not only be creative but also strategic, using precise skills and knowledge to influence consumer behavior to achieve business objectives. So, there are some industry principles to apply in any given market if you desire impactful and result-oriented advertisement.

A cumulative study of market research reports from Kantar Ghana and GeoPoll (both market research organizations) have shown that in Ghana, as in many African countries, crafting advertisements that truly resonate with Ghanaian audiences requires a deep understanding of the local market, culture, and consumer behavior. Market research reports from both organizations show that advertisers must navigate various demographic and cultural nuances in order to effectively engage their target audience.

This article provides some essential tips that must be taken into consideration when developing any form of advertisement that seeks to make the right impact and connect well with Ghanaians.

1. Understand your target audience

The first step in creating effective advertisements is understanding who your audience is. This involves considering key demographics such as age, gender, income level, education, and occupation. Tailoring your message to the specific needs and preferences of different demographic groups ensures that your advertisement is relevant and appealing. The Nielsen Report: “Africa’s Prospects: Macro Environment, Business, and Consumer Overview” (2016), highlights that understanding consumer demographics is crucial for brands looking to succeed in African markets, including Ghana.

Cultural sensitivity is equally important. Ghana is a country rich in cultural diversity, with many ethnic groups, each with its own traditions and languages. Advertisements that respect and reflect Ghanaian cultural values are more likely to resonate with the audience. Incorporating local languages like Twi, Ga, Ewe, or Hausa can enhance relatability and make the advertisement feel more personal.

Understanding consumer behavior is also crucial. It is important to conduct some level of research or access available data on how your target audience consumes media. It is important to identify which media type they prefer – whether they prefer digital platforms or traditional media. For example, younger Ghanaians might be more active on social media, while older demographics might engage more with television or radio, especially. Creating content that aligns with these habits will increase the likelihood of your advertisement being seen and appreciated.

2. Leverage local insights

To make your advertisement stand out, it’s important to incorporate local insights. Market research on “The Influence of Culture on Advertising Effectiveness in Ghana: A Case Study of MTN’s ‘MoMo’ Campaign” published in the International Journal of Marketing Studies has shown that using cultural references, such as popular customs, proverbs, or humor, can make your advertisement more relatable and memorable. The study showed that by embedding cultural symbols, such as Akan proverbs and traditional humor, MTN resonated deeply with local audiences, resulting in higher brand recall and customer loyalty. Ghanaians appreciate ads that reflect shared experiences or feature cultural icons, as these elements create a sense of connection.

3. Focus on authenticity

Authenticity is key to building trust and credibility with your audience. One effective way to achieve this is by using real-life stories in your advertisements. Highlighting authentic experiences or success stories that Ghanaians can relate to adds depth to your message and makes your brand more trustworthy.

An example of this is Club Beer’s “Charlie, Your Beer” campaign. One of the most popular beers in Ghana, Club Beer, introduced the “Charlie, Your Beer” campaign to highlight the Ghanaian tradition of enjoying a drink with friends. The advertisement portrayed the friendliness of Ghanaians in casual settings, incorporating local slang (“Charlie”) and situations that resonated with locals, such as unwinding after work and socializing at neighborhood bars. The ad combined humor, indigenous music, and relatable experiences that are integral to the daily lives of Ghanaians.

4. Utilize social media and digital platforms

Social media is an incredibly powerful tool in Ghana, especially among the youth. Creating content that encourages engagement, such as challenges, hashtags, and interactive polls, can significantly boost your advertisement’s reach. For example, a well-designed hashtag campaign can quickly go viral, spreading your message far and wide.

In 2019 The Ghana Tourism Authority launched the #YearOfReturn campaign. The #YearOfReturn campaign commemorated the 400th anniversary of the first recorded enslaved Africans arriving in Jamestown, Virginia, and invited African diasporans to return to Ghana to explore their roots. The campaign went viral on social media, particularly on platforms like Twitter and Instagram, with thousands of people, including celebrities like Boris Kodjoe, Naomi Campbell, and Steve Harvey, engaging with the hashtag. Another viral hashtag campaign in Ghana was #FixTheCountry, which began in 2021 as a social media movement protesting against economic hardship, corruption, and poor governance in the country. Although not a traditional advertisement, it showed the power of social media in Ghana to unite people behind a cause and went viral across platforms like Twitter and Facebook.

Influencer marketing is another effective strategy. Partnering with local influencers who have a strong following that reflects your target market can enhance your brand’s visibility and credibility. Influencers can help amplify your message and connect with audiences that your brand might find difficult to reach through traditional advertising channels.

A leading research firm in Africa, GeoPoll, published a report on “The State of Influencer Marketing in Africa” (2021). The study surveyed consumers across multiple African countries, including Ghana, and found that influencer marketing is a growing and effective strategy for reaching audiences, especially younger demographics. The report indicated that:

• Influencer marketing is increasingly popular among brands because of the trust and relatability influencers have with their followers.
• In Ghana, 60% of respondents stated that they were more likely to purchase a product or service based on an influencer’s recommendation.

The report also noted that social media platforms like Instagram, Twitter, and Facebook are the primary channels where influencer marketing thrives in Ghana.

Insights from Social Media Week, Accra (2019), a yearly event in Ghana that brings together marketers, influencers, and digital media professionals, have also corroborated the growing impact of influencer marketing. The 2019 edition of event featured panels and sessions discussing the rising impact of social media influencers on consumer engagement and brand awareness. The event’s experts pointed out that Ghanaian influencers, particularly in fashion, beauty, entertainment, and technology, have significant followings and credibility among local audiences. Additionally, brands like MTN Ghana, Vodafone, and Kasapreko have used influencer marketing to enhance brand visibility and engage younger audiences. The influencers in Ghana also serve as cultural touchpoints, making them valuable for authentic storytelling in marketing campaigns.

Market research has also proved that, for social media, video content is particularly effective on platforms like Instagram, Facebook, and TikTok. Short, engaging videos that are optimized for mobile viewing can capture attention quickly and are more likely to be shared, further extending your reach.

Look forward to the sequel (continuation) of this article in our October 2024 publications.

Advertising Association of Ghana (AAG).