The figure represents a 10 percent growth compared to the previous quarter, mainly driven by significant increase in Tanzania, Kenya and South Africa. During the period, the country had the platform’s biggest user base with over 4.1 million subscribers while Nigeria and Kenya followed closely with 3.1 and 2.6 million respectively.
According to a statement issued by the company’s in Tanzania, Mdundo grew by 36 percent to 4.1 million users which contributed 24 percent of the platform’s total audience during the period. "The rapid growth across the region further establishes our platform as a strong consumer touch-point for our advertising clients at Mdundo For Brands,” said Mdundo Head of Brand and Partnership, Rachel Karanu.
Karanu said the company is working closely with leading consumer brands across Africa to drive consumer influence, and thus increasing the reach for the brand and its advertising partners. “We are looking forward to the last quarter of the year where we expect to further grow our platform reach as well as drive value for our brand partners," she added.
The company furthermore announced that it has been working with some of top brands across Kenya, Nigeria and Tanzania within the quarter by offering brand solutions for Sportpesa, Safaricom, Chrome Gin, Standard Chartered Bank, Captain Morgan, Coca Cola, BetKing and Guinness Smooth, among others.
The brand projects are centred around the newly launched Mdundo Brand Lift Tool, available for free on mdundoforbrands.com, providing key customer and brand performance insights. Through the brand lift tool, Mdundo is able to measure campaign performance in real time, giving valuable insights to marketers on the impact their campaigns have on brand awareness, consideration, favourability and purchase intent, the statement added.
“This also means that Mdundo offers advertisers a data driven solution to growing their brands among the platform’s users,” the statement explained noting that Vodacom grew its purchase intent by 76 percent after advertising with Mdundo.