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THE MEDIA NOV_2018 - TMOL

EXPERIENCES The full 360: How Trace TV ’s convergence tracks ROI In it’s latest Media Outlook report, PwC summarises the rapidly evolving media ecosystem as “Convergence 3.0 – a new and different wave of convergence driven by different capabilities and higher expectations, and manifesting itself simultaneously in multiple dimensions.” Trace TV does so with full 360 campaigns, reveals managing director Valentine Gaudin-Muteba, referencing the channel’s recent New Age Afro-Urban Block Party, that entrenched its status as South Africa’s premier urban culture platform, complete with an impressive musical lineup (AKA, Nasty C, Rouge and more), and a host of lifestyle offerings. “TraceFest featured on all platforms: mobile, radio (a partnership with the University of Johannesburg), TV and digital – it works for the brand and sponsors, and the ROI is a lot higher than using just TV,” says Gaudin-Muteba. TraceFest, she adds, was the culmination of a six-month campaign: “We had a strong digital campaign before the event; we took it to the streets, had vox pops with artists… we created a lot of content, using the hashtag leading up to the campaign.” Press clippings provide some measurability of the campaign’s success – and while the digital impact may be hard to quantify, the impressions, retweets and engagements provide a clearer picture, says Gaudin-Muteba. “We trended a couple of times: for instance, when we announced the lineup, we saw an overall increase in engagement. Between 23 July and 10 September #TraceFest had 5.4 million impressions on Twitter and we had over 20 000 users on our TraceUrban Africa Instagram.” Trending topics send people to social media to search and click on the hashtag to find out what it’s about – and Trace ups the hype with a team of influencers. “We have about 15 influencers – trendy, cool kids – who create the hype before an event, as part of a paid campaign,” adds Gaudin-Muteba. These influencers are carefully selected: “We pick people who are in line with our brands: they’re young, have between 10 000 and 20 000 followers, and their posts look organic, not forced – they’re endorsing trends and brands and they’re coming from a different voice, and know how to interact, write and engage with their peers.” P 8 The Media | wagthedog.co.za


THE MEDIA NOV_2018 - TMOL
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