Nedbank Chow Town
The challenge
The Metaverse – digital’s next untapped experiential landmark, has seen rapid development, yet selective adoption among local brands. Digitally progressive Nedbank wanted to pioneer this space from a banking perspective using a universal entry point.
Roblox, a virtual universe with a committed, youth-centric following was the perfect way to financially educate, while creating tomorrow’s brand ambassadors, today.
MSL was tasked with amplifying awareness of Nedbank’s Chow Town game on Roblox via a campaign that leveraged the authentic clout of two local influencers.
The solution
We opted to partner with two macro-influencers to launch the Chow Town game and be at the centre of a 360 campaign. MSL’s objective was to find the perfect parent-child duo who could embody the campaign messaging and have enough local relevance to make an impact.
We needed to find a pair with a presence on both Instagram and TikTok, with strong content creation abilities to ensure the best results for the video-based campaign.
Our search involved doing a deep dive into our influencer networks via our Fluency 3.0 platform, using data to make the most informed decision and ensure positive campaign performance.
After extensive research, outreach and negotiation, the final two influencers chosen were mom and daughter duo, DJ Zinhle and Kairo Forbes who had a combined following of +8 million!
We also looked closely at engagement rates and found that Kairo’s engagement rate on Instagram and DJ Zinhle’s engagement rate on TikTok were above industry par. This gave us a good indication of the potential to make sure the message hit home and hit strong.
Campaign objectives
Our approach
Guided by the influencer experts at MSL, the campaign kick-started with the duo shooting authentic campaign content that could also be used in paid media and on digital/social media platforms (over and above MSL’s earned mandate – content leveraging).
Each influencer also had 2 x social media posts to execute for the campaign. Video-based content played a predominant role in the campaign, aligning with the trend of prioritising video content on social media platforms.
An additional tactic for the campaign was to leverage nano-influencers to generate additional awareness and excitement surrounding the Chow Town experience at Fourways Mall on the 29th and 30th July 2023.
These influencers were specifically selected to create a buzz and engage their audiences, driving interest and participation in the event. While the micro and nano influencers had separate tasks, they shared common (yet authentic) proof points to feature in their content.
In addition to promoting the activation itself, the influencers were assigned the task of endorsing and encouraging their followers to download and play the Chow Town game and to encourage their followers to open Nedbank4Me accounts.
Results
DIGITAL SENTIMENT: The collaboration of the macro- and nano-influencers created massive hype online and kept the general sentiment around the game at 97%.
IMPRESSIONS: Campaign impressions exceeded 7.8 million (the KPI for reach was 1.3 million).
ENGAGEMENT: The engagement rate on Instagram was 10% (the KPI was 6%). The engagement rate on TikTok was 7% (the KPI was 5%).
VIDEO VIEWS: With the majority of the influencer content being video-based, the campaign attracted over 6.7 million organic views (with the campaign KPI being 1,500,000 views).
LINK CLICKS: The influencer’s unique links in their bios and Twitter content resulted in over 26,000 link clicks. Clicks to the Nedbank4Me account totalled 21,000.
SHARE OF VOICE: The influencers created over 227 pieces of content throughout this campaign and the campaign generated over 6000 organic mentions, increasing the share of voice by 1161%.
PRISM Awards
- This campaign was awarded Gold at the 2024 PRISM Awards in the Influencer Marketing category.
- This campaign was also a finalist for the Campaign of the Year award.
