USING EMOTIVE CAMPAIGNS TO CHANGE PERCEPTIONS
When Kyalami Corner was built in the affluent equestrian suburb, not everyone in the community was initially excited at the prospect. Here’s how we reigned them in…
We knew the way to the community’s heart was to create an emotive campaign about what they loved most – horses. Enter the Kyalami Corner Horse-of-the-Season! The aim? To create a database for Kyalami Corner through a clever social media marketing campaign, by finding the new face of Kyalami Corner. A first of its kind, a horse would win the title of being a retail centre’s brand ambassador.
How the campaign worked
We created a likes campaign and built an app and plugged it into the Kyalami Corner Facebook page. Entrants needed to like the Facebook page, upload a picture of their horse and validate why their horse deserved the title. Entrants were required to give us their email address and phone number, which created the database. The horses with the most votes were chosen through the app, and the three leading horses competed in the Blue Ribbon event for a panel of judges. The winning horse featured on the Expresso show.
We achieved a total reach of 19 786 through the app and an additional 46 000 reach through the Facebook page – an incredible feat!
Looking for a digital marketing campaign to increase sales and attract new markets? Get in touch with Brand Cartel!