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Terra

Location

  • Kenya, Nairobi

Our Role

  • Content Strategy

Client

  • Terra

How It Started

I first encountered Terra through an unexpected connection. During an interview, I met Eric, who later reached out with a short-term project opportunity for a company he was consulting for—Terra. What started as a brief assignment quickly turned into a long-term partnership with a company that is revolutionizing financial infrastructure across Africa.

The Challenge

Terra’s mission is ambitious: to empower African businesses with a robust digital wallet infrastructure that includes features such as credit scoring, KYC, multi-channel access, payments, and collections. However, the biggest challenge lay in how to communicate their technical product. The language needed simplification, the brand had to feel more human, and the offerings had to be presented in a way that resonated with their target audience.

The Strategy

The goals were clear:

  • Humanize the Brand: Make Terra relatable and approachable.
  • Simplify the Messaging: Break down the technical jargon into easy-to-understand language.
  • Enhance Content: Create engaging, product-centric content that connects with the audience on a personal level.

With these goals in mind, we set to work revamping Terra’s communication and visual identity across various platforms.

The Execution

  1. Social Media Transformation
    • Redesigned Terra’s social media presence to make it more visually engaging and product-focused, while incorporating more human elements in the design.
    • Simplified messaging to clearly highlight Terra’s key value propositions.
  2. Video Content
    • Experimented with different edits for social media to determine what resonated best with the audience.
    • Special posts during Christmas and the end of the year marked a significant turning point, with organic reach increasing from 200-400 views to over 700 and 1,300 views, which led to new leads.
  3. Website Revamp
    • Designed visuals that communicated Terra’s offerings more effectively and aligned with the brand’s updated identity.
  4. Expanding the Brand’s Presence
    • We’re now planning to launch a podcast to further engage Terra’s audience and establish them as industry leaders.

The Results

  • Increased Engagement: Social media posts saw a significant increase in engagement and organic reach.
  • Lead Generation: The refreshed content strategy helped acquire new leads, proving the power of a more humanized approach.
  • Ongoing Collaboration: Terra continues to trust us with their brand, and our partnership is just beginning.

What’s Next?

From refining messaging to exploring new content formats like podcasts, Terra remains an ongoing project with limitless potential. As our partnership grows, so does the vision to make Terra’s innovative solutions more accessible and relatable across Africa.

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