TERMS OF REFERENCE (ToR) AI-Driven, Viral-First Digital Marketing for JOZI App 1. Background JOZI is an AI-powered, culturally intelligent dating application designed to address key failures of existing global dating platforms, including: • Lack of trust and safety • Poor cultural relevance • Algorithm opacity • High prevalence of fake profiles • Exploitative and opaque monetization models The platform adopts an Africa-first strategy, followed by expansion to the African diaspora and global markets, with a strong emphasis on: • Authentic human connections • Safety and trust • Intention-driven and culturally aligned matchmaking This Terms of Reference (ToR) defines the scope of engagement for a full-stack digital marketing and growth partner responsible for delivering 500,000 verified app installations within the first six (6) months post-launch, while simultaneously building a sustainable, scalable, and data-driven user acquisition engine. 2. Global Objective 2.1 Primary Objective • Achieve 500,000 cumulative app installs (Android + iOS) within 6 months of public launch 2.2 Secondary Objectives • Achieve Cost Per Install (CPI) aligned with African and emerging market benchmarks • Build strong brand trust and long-term organic visibility • Establish JOZI as a credible, values-driven alternative to swipe-based dating apps • Ensure sustained App Store and Google Play Store performance optimization (ASO) • Build a data-driven growth, retention, and re-engagement engine 3. Target Markets Phase 1 – Core Markets • Cameroon • Nigeria • Ghana • Kenya • South Africa Phase 2 – Expansion Markets • Francophone Africa • West Africa • East Africa • African diaspora (Europe and North America) 4. Contracting Model (India & Africa Focus) This ToR is open to: • India-based digital marketing agencies • Africa-based digital marketing agencies • Hybrid consortia (India + Africa) Agencies may bid independently or jointly. However, priority will be given to teams that demonstrate the ability to combine: • India’s strength in AI automation, performance marketing, and ASO • Africa’s strength in cultural context, local virality, influencer ecosystems, and community mobilization 5. Strategic Imperative (Mandatory Requirement) The selected Digital Marketing Partner must operate under the following non-negotiable principles: 5.1 Viral-First Growth Approach • Growth must be driven primarily by virality, referrals, social sharing, and community loops • Paid advertising shall serve as an accelerator, not the core engine • Campaigns must be designed for rapid spread, discussion, and user participation 5.2 Mandatory Use of AI & Automation The agency must aggressively optimize the use of AI tools to: • Reduce operating and content production costs • Increase speed to market • Enable real-time experimentation and optimization • Achieve scale faster than traditional marketing models 5.3 Cost and Time Compression • Shortest possible time to traction • Continuous CPI reduction • High-frequency testing and iteration cycles (weekly or faster) Agencies that rely mainly on manual processes or traditional posting models will not be considered. 6. Scope of Work The Digital Marketing Partner shall provide end-to-end digital growth services, including: • Growth strategy and execution • Social media marketing and community building • Influencer and ambassador programs • App Store Optimization (ASO) • Paid acquisition and retargeting • Viral content production • Analytics, reporting, and continuous optimization 7. Mandatory AI & Automation Requirements 7.1 AI-Driven Content Production • AI-assisted short-form video creation (Reels, TikTok, Shorts) • AI copywriting and caption generation • Automated localization (English, French, local slang variants) • High-volume creative A/B testing Expected output: Minimum 50–100 content assets per week with minimal marginal cost. 7.2 AI-Powered Viral Engineering • AI-based trend detection and social listening • Same-day reaction content for trending topics • Meme-based and story-driven virality • Optimization of emotional triggers (confessions, debates, polls) ________________________________________ 7.3 AI-Optimized Paid Acquisition • Automated bidding and budget allocation • Creative rotation and suppression of underperforming ads • CPI prediction and fraud prevention • Retargeting and lookalike optimization 7.4 AI-Led ASO • Automated keyword discovery and ranking tracking • Store listing A/B testing • Review sentiment analysis and response automation • Country-by-country localization optimization 8. Pre-Launch Activities (AI + Viral Focus) • Viral teaser and mystery-based campaigns • Waitlist and referral mechanics (invite-to-unlock access) • Influencer seeding with micro-influencers and campus ambassadors • AI-driven ASO preparation and install intent generation 9. Post-Launch Activities (Scale Phase) • Viral growth loops and referral programs • Daily AI-assisted social media content and engagement • Community moderation and reputation management • Paid acquisition focused on amplification and retargeting • Retention and re-engagement campaigns 10. Key Performance Indicators (KPIs) Acquisition • 500,000 installs within 6 months • ≥30–40% organic installs • CPI below regional benchmarks Visibility & Trust • Top 10 ranking in dating category in at least two (2) core markets • App store rating ≥ 4.5 11. Deliverables • AI-driven growth strategy document • Viral content and influencer calendar • ASO performance dashboards • Weekly and monthly KPI reports • Final 6-month growth impact report 12. Ethical & Compliance Requirements • No fake installs, bots, or black-hat ASO practices • Full transparency on tools, data, and spend • Compliance with Google Play and Apple App Store policies a13. Success Definition This engagement shall be deemed successful when: • 500,000 installs are achieved within 6 months • CPI trends downward month-on-month • Organic growth becomes self-sustaining • JOZI achieves strong cultural relevance and brand trust