Marketing Case Study — Part 4: MTN Rwanda/ Papa Sava — Vetting Spokespersons for Big Brands

As reported recently in The New Times, a local Rwanda daily, YouTube channels have become a thing in Rwanda after many discovered that they can make money on the internet through uploading content on different platforms and earn according to those platforms monetization policies.

Over a million people view some renowned YouTubers in Rwanda such as, Seburikoko or Papa Sava, Bamenya, YAGO, among many others. The recent saga triggered by YAGO TV’s disappearance attracted attention of many after the channel got suspended over various reports that claimed the channel showcased hate, sexual assault …etc.

Notwithstanding, “Seburikoko” aka “Papa Sava” — pictured above — has been one of the many voices of MTN Rwanda.

Questions:

1. Is “Papa Sava” a good fit as a spokesperson for MTN Rwanda?
2. What message source attributes does he bring/ lack as a spokesperson for the brand?

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