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THE BRIEF

Campaign Message

Deliver the campaign message through direct word-of-mouth conversations.

Create Awareness

Create awareness, conversations as well as dialogue leading up to the event.

Passionate Influencers

Launch a network of passionate influencers from Cape Town with custom-made car branding.

Social Media

Generate social media posts around the campaign on the influencers Facebook as well as Instagram.

TRAINING SESSION

This brief included:

• Detailed Brand / Campaign education
• Referral channels for ticket sales
• Social Media requirements, as well as
• Required “ambassadorial” behaviour

The client met the influencers in person to the re-enforced excitement as well as empowered them with knowledge.

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WORD OF MOUTH

• Influencers represented the Sun Met via word of mouth conversations.
• Through briefing, influencers were equipped with the knowledge to provide the appropriate responses to queries.
• Influencers provided trusted information in an authentic manner.
• They shared their positive experience as well as excitement for the event.

OFFLINE CONVERSATIONS

• Each influencer’s personal vehicle was strategically branded to create a string visual impact on the streets of Cape Town.
• This also effectively triggered conversation as well as curiosity in key environments.

ONLINE CONVERSATIONS

• Influencers received a weekly social media scenes, in line with the online strategy.
• Generated content, written in the style as well as language of the influencer came in the form of:
Video, Text as well as Images.

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ACTIVATIONS

• Each influencer received a double set of tickets to the Sun Met, as well as allocated parking areas for visibility.
• The influencers arrived in the morning to park their cars in two L-shapes that lead to one of the main entrances.
• Event goers would have had to pass through “tunnel effect” branded cars created to enter the show grounds.
• Influencers generated social media content to promote the event, sharing personal experiences.

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ROI | INFLUENCERS ACTIVITY

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