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THE MEDIA NOV_2018 - TMOL

Russian Bear’s award-winning #IAMNEXT campaign followed a similar thread, and garnered a Bronze Loerie for specialist township activations agency, Loxyion Connexyion. The premium vodka brand teamed up with local hip-hop icon Riky Rick to release a fresh new limited edition Russian Bear x Riky Rick bottle. The campaign provided a platform for young aspiring rappers to showcase their talent by building a mobile recording studio that toured the country, holding activations in 50 different locations. The best lyricists will win one of 50 limited edition Russian Bear x Riky Rick bottles; the top three will feature in the Russian Bear film series “I AM NEXT” – and the winner will be introduced on the next limited edition Russian Bear bottle with his or her lines. The G.H. Mumm campaign managed to measure ROI for the brand as well, reveals Beale: “The campaign returns are always measurable when it comes to reach, as well as engagement – but here we have the unique addition of also having redemption codes on each bottle of G.H. Mumm, which allows us to track entries into the broader competition, allowing South Africans to win the experience for themselves.” #Shareability: The viral touch An experience lived is an experience shared, and social events like festivals and experiential marketing activations are prime events for picture taking and sharing on social media. South Africa is a mobile-first country, and we love using social media, so to contextualise and measure the conversation, personalised hashtags linked to content driven through social media channels – both on our owned channels and Minnie, our master of celebration’s channels – meant we brought it (the G.H. Mumm campaign) full circle,” says Beale. “The use of mobile and social obviously allows us to get the content out much faster as we can film, edit and show the fans what we’re doing, all via mobile phone on the day!” Personalised campaigns are increasingly about more than offering the experience to consumers with customised hashtags though: brand alignment has become increasingly personal too, with brands building on networks of celebrities and influencers to boost their profiles. “In this new world of social media and influencers, it’s important to understand the difference between brand ambassador and influencer,” notes Dlamini Jones. “An influencer brand relationship is a once-off transaction in the form of a post on social media, whereas a brand ambassador relationship is a long-term partnership of two established brands that share the same values and aspirations. We collaborate and amplify our individual projects as well as create our own unique experiences.” This alignment, notes Dlamini Jones, has to be authentic. “That’s basically what I use to decide which brands I work with. I try to be as exclusive as I can, to not saturate my brand, as it affects the authenticity factor. G.H. Mumm‘s global hashtag #DareWinCelebrate is what I stand for as a brand. I dare to be different and innovative in my career. Breaking boundaries. I strive to always put my best foot forward, that’s what winners do! And I always find a moment to be thankful for all my blessings and achievements with a celebration. See? Perfect fit!” Mal Media Lucinda Jordaan is an independent writer, researcher and editor with extensive experience in all media, covering various fields from academia and finance to education and lifestyle. Her articles have appeared in several awardwinning publications, locally and internationally, and she has contributed to various books and online sites, including The Media Online. The Media | wagthedog.co.za P 9


THE MEDIA NOV_2018 - TMOL
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