In this episode we wanted to talk about township marketing but our guest very quickly expressed his frustration with the term. We’re joined by Donald Mokgale, MD of MoyaApp, Director of Hibirism, and co-author of Introducing Hibirism: A Guide to Black Cultural Nuance, who explained that the term negates consumers’ multifaceted lived experiences.
We kick things off with Donald sharing his journey from aspiring actor to marketing expert. We go on to discuss the importance of understanding township consumers beyond stereotypes, noting the broad variety of media they consume and their economic aspirations. Donald also discusses the success of Moya App, which has 4 million active users, and its role in digital inclusion by offering data-free services and a super app experience. He stresses the need for brands to collaborate with entrepreneurs and understand cultural nuances to effectively engage with main market consumers.
He discusses influencers that resonate with audiences and the media channels they’re consuming. The episode concludes with a discussion around technology, specifically AI, and what to consider when using digital tools to market to South Africans.
Dive in and find out why Donald doesn’t like referring to township marketing.
This podcast is produced by Laura Rapson
Buy Donald’s book: Introducing Hibirism: A Guide to Black Cultural Nuance: https://www.hibirism.co.za/the-book
Chapters
00:00 - Introduction to Donald and his fascinating career journey
07:00 - Reframing the term township consumers and understanding lived realities
09:15 - Cultural and economic factors in marketing
12:04 - Driving brand loyalty by appealing to cultural identities and dreams
14:55 - Appealing to an aspirational mindset
18:30 - MoyaApp - the utility super app that’s revolutionising marketing
24:40 - MoyaApp user growth and successful campaigns
28:10 - Trends among youth and entrepreneurship
31:30 - Global brands understanding African audiences
34:40 - Influencers that resonate with audiences and ensuring campaigns are authentic
37:35 - The most effective media touchpoints and channels for consumers living in townships
40:40 - The role of AI in consumer engagement
43:55 - Buy Donald’s book and connect with him
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