SanDisk

SanDisk needed to bolster awareness of their commitment to digital transformation across six African markets simultaneously. The scale and diversity of the programme exposed a fundamental challenge in pan-African digital marketing: what works in North Africa (Algeria, Egypt, Morocco) requires a completely different approach from what works in Sub-Saharan Africa (Kenya, Nigeria, South Africa).

Platform penetration, internet infrastructure, content consumption patterns, language preferences, and informal information networks all vary significantly.

Newmark applied the Africa Platform Intelligence methodology — mapping not just which platforms were used in each market, but how audiences used them, what content registers were appropriate, what bandwidth constraints governed the formats, and where informal sharing networks amplified or filtered digital content.

This intelligence governed every creative and distribution decision in the programme.

Six parallel market programmes were designed and executed simultaneously, each calibrated to its specific platform and audience landscape. Content architecture mapped every piece of output to a specific influence driver and audience stage.

Measurement frameworks tracked community growth rate, share-to-like ratio, and sentiment shift — not reach and impressions — ensuring that the programme was evaluated against what actually changed in how audiences thought about SanDisk.