Jumia’s Afrobeat Campaign Celebrates a Decade of E-commerce

Jumia, Africa’s largest e-commerce platform, is celebrating a decade of growth with two ultra-vibrant afrobeat and hip-hop tracks. Brought to life by VMLY&R COMMERCE MENA, the tracks and music videos will drive awareness for Jumia’s 10th anniversary and showcase the diversity of the customer experience. 

Released alongside a daily deals campaign from June 13 to July 3, 2022, the tracks are mixed with shoppers in Nigeria and Egypt in mind. The colourful campaign challenges the regional perception that e-commerce is in its infancy across North and East Africa, and both celebrate Jumia – as a marketplace, logistics service and fintech platform – that has grown rapidly the during the past decade.

The delivery of ‘Ten Years With Me’ has been adapted to suit each market. For Nigeria, VLMY&R Commerce tapped the theme of a 10-year love story and gave the track an vibrant afrobeat vibe. For Egypt, a region renowned for its love of humour, the team gave Jumia the persona of a hip-hop emcee and used the character to lyrically express the brand’s vast product range and biggest moments.

‘Ten Years With Me’ is the fifth campaign Jumia and VMLY&R COMMERCE MENA have collaborated on since in February 2022. Prior to this music-backed campaign, there has been close collaboration to launch the Jumia Food, Free Delivery and Ramadan campaigns with more service launches in the pipeline for the remainder of the year.

Head of brand for Jumia Group, Karima Berkani, said: “This is a major milestone for Jumia. We’re celebrating 10 years together with our teams, partners, and customers. This campaign is a celebration of all the little and big moments we’ve shared together, and thanks to our partnership with VMLY&R COMMERCE we were able to bring it to life in a unique and relevant way across markets.”

‘Ten Years with Me’ is live now as a fully integrated campaign across TV, out of home, digital media, social media, and various music streaming platforms – including Spotify and Anghami.