Client Overview: Jumia is one of Africa’s largest eCommerce platforms, operating across multiple retail categories and services.
Industry: eCommerce, Marketplace
Audience: Consumers across Africa in multiple product verticals
Engagement type: Strategic consultancy + account restructuring
The Challenge: Needed a full overhaul of digital acquisition accounts across several diverse verticals
Lack of cohesive keyword and structural strategy across business lines
No rigorous testing framework for landing pages and creative
Required stronger strategic positioning within highly competitive African markets
Stakeholders required structured cross-period reporting to inform investment decisions
Results Summary
Full restructuring of Jumia’s advertising accounts across multiple verticals Improved scalability through expanded keyword portfolios and optimised ad groups Implemented ongoing testing across keywords, creative, and landing pages Delivered consistent weekly, monthly, and annual reporting to senior stakeholders
What Yay!Starter Did:
Conducted market research and positioning workshops to refine competitive strategy Fully restructured Jumia’s advertising accounts across all relevant categories Expanded the keyword portfolio and reorganised ad groups for improved relevance and scale Implemented structured testing for keywords, creative, and landing pages Managed budgets to meet target CPA and ROI across business lines Delivered weekly, monthly, and annual presentations to ensure transparency and alignment