TikTok wanted to build its market share by being positioned as a socially responsible platform that is “in touch” with South African content creators. Our research unearthed several barriers to achieving this objective, such as the reality that many fledgling South African content creators are faced with difficult economic circumstances, a lack of education and little to no access to digital skills and training. 

With the aim to drive significant awareness of the initiative and the female empowerment issues to be addressed; and to encourage webinar registrations – beating previous benchmarks, MSL created an influencer campaign spearheaded by five powerful South African women (macro to mid-weight) to share their leadership experiences pre and during the campaign via a mix of Instagram, Facebook and Twitter platforms.

With limited brand recognition – particularly in the business-to-business banking arena locally, MSL South Africa was tasked with educating key stakeholders about BNP Paribas’ global track record and unique banking solutions. In addition, MSL needed to elevate the brand’s reputation as a responsible bank and a committed South African citizen by creating impactful platform(s) that resonated with local audiences from a CSI perspective.