Brand equity in South Africa is hugely driven by innovation and ‘new’ news.

Our market likes to look good, be on the forefront of technology AND be on the right side of issues like climate change.

So for Savanna to keep growing its brand equity and market share among the South African public, we had to get in on this conversation.

In a way that only Savanna could.

You see we're a brand built on dry humour and comedy. But when wet take things seriously, we take them VERY seriously.

Our objective with this campaign was to keep growing brand equity, and show our support for sustainable living in South Africa - while giving our target audience a chance to look good physically AND feel good about helping the planet.

To get serious about climate change in a way that only Savanna, South Africa's favourite dry cider, can, we partnered with local fashion superstar Wanda Lephoto, to create Dry Goods - Waterproof apparel for a world underwater. This was done with the brand's characteristic dry humour.

Dry Goods fuses Wanda Lephoto’s signature afro-centric style with Savanna’s unique tone of voice and brand iconography, to create a fashion range that drips with dryness.

It’s 100% dry, 100% sustainable and 100% also available in the metaverse.

We simultaneously released our range as a series of One-of-one digital collectables and gave the people of South Africa more places to flaunt their dryness. We gave people the fashion brand they'd been asking for from Savanna AND helped them take care of the planet.

Savanna targets an aptly-named segment, the 'Trend Adopters'. They crave innovation and novelty, and reward brands who give them these with their loyalty. Trend Adopters are acutely aware of their image and status, and curate these carefully, taking great care to show that they're on-trend and forward-thinking. Fashion and technology are both tools in their arsenal here. They play with fashion for self-expression and favour bold styles. When it comes to technology, they like to be seen interacting with new and interesting platforms to show that they're sophisticated and up-to-date.

To create an interesting brand experience, we appealed to their sense of style and sophistication in terms of both fashion and technology with an exclusive range supported by innovative media to give them the chance to experiment with and be the first of their friends to wear the garments and interact with the campaign to boost their status.

Launched online on Youtube, Facebook, Twitter, Instagram and outdoor on a 5D billboard - all comms pushing consumers to drygoods.savanna.co.za where they could learn about the campaign and shop the range through our shoppable video. We also created 6 1 of 1 garments, which we turned into 3D renders with AI generated backgrounds and sold on auction via Nifty Gateway, with the winner receiving the physicals. All clothing items purchased also contained NFC tags linked to individual landing pages based on the garment, that spoke to the garment and the process in which it was created, or directly to the NFT purchased. A final NFT was created using old burnt NFTs. The winner of this auction received a metaverse ready digital Avatar.

Trended 4 times during initial campaign period.

TOTAL MENTIONS: 41.25k

Up 194% from previous period

We featured in a masterclass in Metaverse fashion week.

The Dry Goods website got 45 000 visitors in 1 month.

(25 000 from organic social.)

Average time on page 54 seconds.

Our launch film got a completion rate of 89.7% (Ave benchmark 50%)

Total AVE of over ZAR 27 million with ZAR340 000 investment.

ROI: 69:1

Cost per contact: ZAR 0:008

All NFTs sold, - at an average of USD 300. Top sale USD 600.

All proceeds went to community-based recycling initiatives.