To remember
- Campaigns built elsewhere don't travel. The messaging, tone, and angles all had to be rebuilt for the Nigerian context from scratch.
- What users said about the product shaped the campaigns as much as any brief did.
- Moving fast between sprints kept costs low and results climbing.
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Challenge
Go-to-market: understanding local needs and driving rapid adoption in a new market
Nigeria was a new market with no existing playbook. Doc Africa needed to understand what local users actually worried about health-wise, build a presence that felt relevant to them, and hit 10,000 downloads fast enough to satisfy investors. All three at once.
Strategy
Market-led testing, validated messaging and iterative paid optimization
- Started with market testing to learn what Nigerian users needed before spending on campaigns.
- Built messaging around what the testing actually showed, not assumptions.
- Ran paid campaigns across Meta, Google, and Twitter.
- Cut what underperformed after each sprint and doubled down on what worked.
Results
Exceeded download targets
- 13,676 app downloads, beating the 10,000 target
- $0.6 cost per download
- 8,589 sign-ups in 10 days during Sprint 4
