Many South Africans have similar backgrounds and share similar challenges. They have a common history that is completely unique to our country.

So when DStv Compact asked us to promote their local content, we tapped into this common identity.

We chose DStv Compact actors, hosts and analysts who came from the same homes, schools and playgrounds as the viewers and had particularly inspiring stories to tell.

We asked them to tell their viewers and potential viewers the story of the journey they took from their homes to the homes of thousands of TV viewers across the country.

We wanted to create a human link between the people on the screen and the people watching them on screen through stories that were not only familiar to the viewers but also inspiring.

We called our campaign ‘From My Home to Your Home’.

IIMPLEMENTATION

At the heart of our 360-degree content lead campaign was a series of short films.

We told these stories across various channels, weaving together a familiar world for viewers.

TIMELINE

We have thus far rolled out three different TV personalities within this campaign. Each of them has run for approximately two-and-a-half months, with some crossover.

PLACEMENT

Our online film was housed on the DStv Compact website and on YouTube. It was also posted on Facebook.

We created video cut-downs that were used in banners, as YouTube pre-rolls, and on Facebook and Twitter.

We also told our story in a serialised manner on Facebook and in emails

In the traditional space, a 60-second cut-down flighted on TV, and posters were created.

SCALE

Our budget was small, but with smart media buying, we were able to create a campaign that, although small, had maximum reach.

REACH

Facebook 3,977,962

Google +-7 Million

RESULTS

97% increase in webpage views

1 minute longer spent on the webpage

1 478 168 video views, which is a 50 315%% increase in DStv video views

113% increase in positive sentiment on social media

79,2% increase in positive leads

ACHIEVEMENT AGAINST BUSINESS TARGETS

Client was extremely happy with the results, which outdid any previous DStv digital campaign run before. They were so happy, in fact, they are giving us additional budget to continue the campaign later this year.

113% increase in positive sentiment on social media

79,2% increase in positive leads

ACHIEVEMENT AGAINST BUSINESS TARGETS

Client was extremely happy with the results which outdid any previous DStv digital campaign run before. They are so happy in fact, they are giving us additional budget to continue the campaign later this year.