Even with digitalization sweeping much of the world, the connection between businesses and their target markets in Africa has often been complex, bound up in miscommunication, miscalculation, and the occasional mismanagement.
So, through a network of business partners and friends on the continent, Stéphane A. Marques and Inès Debets, founders of Vugana, a communications agency based in Rwanda, recognized that the country’s tinkering startup ecosystem could benefit from their services.
In an interview with SENS, Mr. Marques said: “Actually, my first job in Rwanda was to help out a friend. And then it became apparent that many other companies need the same help. That’s why we started Vugana.”
The co-CEOs say they are revolutionising marketing by implementing a 360-degree model. “We handle everything from content creation to digital marketing, including community management, which sets us apart from many other units here,” Mr. Marques explained.
“Others excel in certain areas, but they often need to outsource several services.” Even though they outsource, when necessary, Mr. Marques and Ms. Debets, go further to borrow from their extensive communications background in Brussels to deliver an agency that not only captures the attention of their clients’ target audience but also maintains that attention over the long term.
In his previous roles, enhancing business visibility has become second nature for Mr. Marques. Over the past decade, from organising concerts in 2012 to creating the popular afterwork event “Les Apéros Chill” in 2016, and his stint as a content creator at RTBF’s digital hub, Tarmac, Mr. Marques has definitely influenced how stories of companies and culture are portrayed on various platforms.
Ms. Debets, who started her career in Belgium, brings a wealth of experience from the event sector to her role as a social media and content strategist at Vugana. Her experience spans various domains from radio to fashion, ultimately leading her to the corridors of Europe’s largest institutions.
Six months is a relatively short time, but both Mr. Marques and Ms. Debets acknowledge Vugana faces an uphill battle. “Communication, digital marketing, and content creation are not universally recognized as essential for business,” the pair note, adding, “When starting a business with limited capital, marketing budgets are often treated as an afterthought, which we believe is a mistake.
It’s important to communicate your story effectively to your clients.” And that’s, by the way, what the experts say Vugana sells: stories. A large chunk of Rwanda’s population, they note, is under the age of 30 — this means they account for a significant percentage in annual buying power.
Mr. Marques and Ms. Debets contend that to reach this demographic, marketers must “master the art of storytelling—showing the behind-the-scenes of the business.” If the outcomes are any indication, Vugana’s strategy of tailoring and personalising messages is proving effective.
For instance, Press Pay, a company aiming to enhance their brand through innovative visual communication, partnered with Vugana. Vugana took on the challenge of capturing the essence of Press Pay’s user-friendly interface and features through a photoshoot and video production.
“From planning to completion, Vugana’s team ensured that every visual element not only reflected our brand’s values but also resonated deeply with our audience,” said Jonathan Sack, CEO of Press Pay.
“The result exceeded our expectations.” Vugana has worked with various clients including Max Roekens, CEO of Hilight, a lighting solutions company; Inki, an artist for whom they produced a music video that garnered 30,000 views; and SoHo eat, resulting in a 20% increase in sales within 3 months of partnership.
Reflecting on Mr. Marques’ earlier point, it’s evident we live in an era of persuasion, where desires, brands, offers, and truths converge in a continuous multimedia barrage of sales messages. Perhaps authentic brand storytelling, really, is the way to go for selling products and services that tap into your business’ target market.
