By Chris Onuoha

In a year that has been pivotal for Africa’s logistics and supply chain transformation, Kobo360 continues to push boundaries in operational excellence, safety and driver welfare.

At the heart of this momentum sits Funmi Adeyemi, Kobo360’s senior digital marketing strategist, whose campaigns have played a central role in amplifying the company’s newest services, KoboCare and KoboSafe.

We sat down with Funmi to discuss the story behind the launch, her strategic approach, and how digital storytelling shapes the future of logistics across the continent.

Funmi, congratulations on what we can describe as an exciting phase for Kobo360. Let’s start with the basics, what exactly are KoboCare and KoboSafe, and why were they important at this point in Kobo360’s journey?

Funmi: Thank you! The launch of KoboCare and KoboSafe in early 2022 was a critical milestone for us. KoboSafe is our safety-focused product that ensures truck operators are equipped with tools and guidelines to promote accident prevention, while KoboCare is a driver-first support system that provides holistic welfare services, things as emergency response, health support, and insurance guidance. Together, they represent our commitment to building a resilient ecosystem that values the well-being of its drivers. At Kobo360, we believe safety and care are foundational to a sustainable supply chain across Africa.

What role did you play in the launch, and how did you approach the digital marketing strategy behind it?

Funmi: I was deeply involved from the conceptual stage through launch and post-launch. As the lead strategist, my focus was to ensure that our digital efforts were emotionally resonant. We started by analyzing platform data and community feedback to identify the most pressing concerns among our users. Then, I designed tailored content campaigns that spoke directly to those concerns, showcasing the human value of KoboCare and the practical safety assurances behind KoboSafe. The strategy hinged on three things: relevance, empathy, and engagement. We told stories that mattered.

We’ve seen some incredible metrics following the campaigns. Can you speak to the kind of impact your team witnessed?

Funmi: Absolutely. The results were both humbling and energizing. Within the first six months of the campaigns, we saw a 25% increase in platform sign-ups and a 15% rise in paid subscriptions. On the brand engagement side, our social media channels experienced a 40% overall lift in activity, Twitter engagement grew by 45%, LinkedIn by 35%, and Facebook by a staggering 50%. These translated into tangible traction. For example, corporate partnerships emerged with Unilever and DHL, and app downloads more than doubled, from 300,000 to over 650,000. That kind of scale only happens when your messaging aligns perfectly with market needs and user trust.

What do you think made these campaigns different? What did you do that perhaps others might have overlooked?

Funmi: I think the secret was in how deeply we listened. We embedded real-time customer feedback into the strategy at every turn. It wasn’t just enough to launch a product and let it scale,  we needed to build a movement around driver empowerment and safety. I made sure that every campaign asset, whether it was a Tweet, blog, or a 15-second Instagram story, reflected the voices of our drivers and customers. We focused heavily on education, visual storytelling, and multilingual accessibility to reflect the diversity of our user base. That level of empathy-driven marketing allowed us to move from a brand talking at people to one speaking with them.

How was the cross-functional collaboration on this project, particularly with the product and operations teams?

Funmi: It was one of the most collaborative efforts I’ve been part of. As part of the core product team, I worked closely with engineers, data analysts, and community managers. The alignment between product design and marketing strategy was intentional. We hosted multiple stakeholder sessions to refine messaging, ensure accuracy, and pre-empt technical friction points. I believe that collaboration is strongest when everyone understands that the customer journey doesn’t start when someone downloads the app, it starts the moment they hear your brand name. That mindset allowed us to deliver campaigns that felt cohesive, consistent, and deeply user-centric.

Given all you’ve accomplished so far at Kobo360, what are you most proud of with this particular project?

Funmi: It would be the sense of ownership and trust we cultivated, both within the team and with our community. Seeing truck drivers speak positively about KoboSafe, or reading social media comments from families who felt reassured by KoboCare’s emergency features, was a reminder that this was an intervention. We shifted perceptions and moved lives. That’s the real pride for me.

What’s next for you and Kobo360’s digital journey?

Funmi: We’re just getting started. There’s still so much ground to cover in Africa’s supply chain evolution, and digital storytelling will continue to play a central role. I’m currently working on scaling our content localization strategy and exploring the use of AI tools for real-time user personalization. The goal is to keep pushing innovation while staying grounded in impact. At Kobo360, we believe technology should serve people, and I’m committed to ensuring our marketing continues to reflect that vision.

In an industry often defined by scale and speed, Funmi Adeyemi reminds us that success in tech is equally about trust, empathy, and human connection. Her work on the KoboCare and KoboSafe campaigns exemplifies how digital marketing, when done right, can go beyond promotion to drive real social change. As Kobo360 continues to redefine logistics across Africa, Funmi’s role in amplifying its mission remains pivotal as a storyteller shaping the future of African innovation.