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Youth marketing specialist

agency HDI Youth Marketeers isno stranger to the challengesfaced by their clients in thecurrent economic climate.“We ’re geared to finding theinsights and actions that enableus to provide our clientssolutions in this dynamicmarketing landscape,” s ay sCuma Pantshwa, Client ServiceDirector at HDI. Markets areoperating in a VUCA (volatile,uncertain, complex andambiguous) environment andthose at the helm of HDIrecognise the opportunities thatcome with the ever-changingreality. “Keeping ahead in allthings youth-related gives us thee dge ,” says Catherine Bothma,M D.

There is plenty of reason topay attention to Africa’s youth.With 200 million people aged 15to 24, Africa has the youngestpopulation in the world. TheSouth African reality is that morethan 50% of the populationcomprises of under 24s, andthese consumers commandmore than R137.3 billion in spenda n nu a l ly .

HDI Youth Marketeers has a21-year old track record in theyouth space, and at the core ofthe agency’s strategic offeringlies youth insights garnered fromtheir large network of youth, inthe form of small and largeresearch studies and projects.These are conducted across thecountry and in East Africa. Basedon this research HDI hasdeveloped a unique range ofplatforms that reach the heart ofthe youth market.

One of HDI’s most establishedyouth platforms is the Su n da yTi m e s Generation Next Study.They produce this with aconsiderable sample of 7,000kids, teens and young adults(aged 8-24). The study isconducted by HDI researchers inSA schools and universities in

the early months of every year. Ittakes part in three phases,namely the shortlisting phase,the quantitative phase, whichsees teams of HDI researchersconducting paper-basedquestionnaires on this largesample; and lastly the qualitativephase of the study which probeswhat excites, delights, or evenfrightens these young people,and why. This all culminates inthe annual glitzy awards eveningwhere results are shared for thefirst time. It has become one ofthe key benchmarks of youthresearch in South Africa.

The research is then madeavailable to clients, and used todevelop new campaigns andp l at fo r m s .

The Pick n Pay School Club,another well-established HDIplatform, is the largest

brand-funded educationalplatform in SA with access toover 2 million learnerscountrywide annually. Otherplatforms include Shift - athought leadership andknowledge sharing platform foryoung adults, and the newestaddition, Amped, a platform thatguides 16- to 19-year oldlearners through key milestonesin their school careers.

Another hugely successfulplatform is the Junior Board ofDirectors (JBoD). This is a groupof young people contracted toHDI as board members. Theymeet at least once a month, andparticipate in focus groups,brainstorms, youth panels, etc. –whatever the need – and getpaid for their services. Theybring in a fresh take, and currentthinking to the process.

Corporate Profile

WE GO BY THE NAME OF

HDI Youth Marketeers

OUR CORE SPECIALITY IS

We conduct annual youth marketingresearch (The Sunday Times Ge ne r at io nNext Study) to help us better understand theneeds of the youth and help brands connectto the youth and families for the mutualbenefit of both. We do this througheducational and experiential brandengagement in schools, malls andco m mu n it ie s .

OUR BIG PIECE OF WORK IN THE PAST 12

MONTHS

We successfully launched the 2nd series ofthe LEVELS platform in partnership withStandard Bank. LEVELS is a thoughtleadership and knowledge sharing platformfor young adults. Launched Kwa-Sanlam - acommunity development project whichtakes places in schools and mallsencouraging mathematical learning in anentertaining environment.

OUR BIG CLIENTS

Procter & Gamble, Danone, Pick n Pay,Sanlam, Standard Bank

OUR OLDEST ACCOUNTS

Procter & Gamble (19 years), Turner (15years), Pick n Pay (14 years)

ACCOUNTS WE’VE WON OVER THE PAST

12 MONTHS

Gateway, Rand Water, Sasol (and growth interritories like Uganda, Kenya and Nigeria)

OUR B-BBEE RATING

Level 1

OUR REVENUE BAND

R6 0 m —R 100m

THIS IS HOW MANY PERMANENT

EMPLOYEES WE HAVE

44

W H O’S THE BOSS

• Catherine Bothma (MD)• Tamsyn Louw (Commercial Director)• Cuma Pantshwa (Stakeholder & ClientService Director)

OUR BUSINESS IN 140 CHARACTERS

Making meaningful differences in the livesand fortunes of youth and families, in theschools, streets, malls and communities ofrural and urban Africa

OUR KEY MOMENT IN THE PAST 12

MONTHS IN 50 WORDS

HDI created their first PSA television advertfor the Thuthuka Bursary Fund, and a PSAprint campaign for the Film and PublicationBo a r d .

SO YOU LIKE US, THIS IS HOW YOU GET

IN TOUCH WITH US

HDI Youth

M a r ke te e rs

94 - AdFocus 2017 0 - AdFocus 2017

Tamsyn Louw - Commercial Director,

Catherine Bothma - Managing Director,

Cuma Pantshwa - Stakeholder & Client

Service Manager

With their armoury of youthinsights, HDI develops andimplements fast-paced marketingsolutions that create legitimategains for their client partners.Client needs may vary from takingon the skills deficit in SA oridentifying ways that brandpartners can get involved in

advancing socialentrepreneurship. This is done inthe spirit of staying true to theirmission of connecting brands toyouth for the mutual benefit ofboth.

Understanding consumerneeds remains at the forefront ofwhat HDI does on a daily basis.

The cornerstone of their successis creating unusual opportunitiesto benefit clients and youth. It’sabout cleverly creatingexperiences, continuously craftingand re-crafting the idealconsumer experience, andbecoming a part of the story thatconsumers want to tell.

Next year HDI is celebrating a20 year relationship with theirlongest standing client, provingthat HDI staffers remainperformance-obsessed andgeared to finding efficiencies in anincreasingly tough environment. Ittakes an energised team that iscommitted to creating strategicsolutions for clients andmemorable experiences forconsumers, resulting in anincreased bottom line for brando w ne r s .

According to Tamsyn Louw,Commercial Director at HDI, “Th erest of Africa remains a focus forHDI as we continue to expand ourfootprint in both East and WestAfrica. We are constantly lookingat ways of growing our existingnetwork of African partnerships.”

In 2018, HDI Youth Marketeerslooks to build on its extensiveoffering which includes insightsand research, campaigns andplatforms under numerousumbrellas – education andcontent, shopper marketing,events and experiential. These willcontinue to be updated in linewith the ever-changing marketinge nv i r o n me nt .

According to the 2012 AfricanEconomic Outlook, the currenttrend indicates that Africa’s200-million strong youthpopulation will double by 2045.Top tips from the youth experts,HDI? Remain authentic, stayhonest, be available, sample, seekinsights, remember theimportance of face-to-faceengagements, never try too hard.And always have a clearly definedpurpose beyond making profit.

+27 (0) 11 706 6016i n fo @ hd iy o u t h . co . z aw w w . hd iy o u t h . co m@ hd iy o u t hHDI Youth Marketeers@ hd iy o u t h

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HDI Junior Board of

Directors 2018,

Kids Board

Tiago Castilho,

Xander De Beer,

Luvuyo Mamadi,

Tshire Khutsoane