Brutal Fruit Netball Cup Campaign

A case study by Student Village 2016

BRUTAL FRUIT NETBALL CUP CAMPAIGNA CASE STUDY BY STUDENT VILLAGE 2016

BRUTAL FRUIT APPROACHED

STUDENT VILLAGE TO HELP THEM

DRIVE AWARENESS

AND PARTICIPATION,

AMONGST STUDENTS, IN

THE BRUTAL FRUIT NETBALL

CUP


THE APPROACH

BRUTAL FRUIT WANTED STUDENT VILLAGE TO…

INCREASE MATCH-DAY PARTICIPATION DURING THE 7-WEEK NETBALL

LEAGUE

PROMOTE BRUTAL FRUIT SAMPLING WITHIN THE STUDENT MARKET IN JOHANNESBURG, PRETORIA AND

DURBAN

DRIVE AWARENESS OF BRUTAL FRUIT’S SPONSORSHIP OF THE PROVINCIAL NETBALL LEAGUE

MAKE USE OF THEIR NETWORK TO DRIVE CAMPAIGN PARTICIPATION AND

REACH


OVER AND ABOVE SOCIAL ACTIVITIES, INFLUENCERS WERE

EXPECTED TO ATTEND AT LEAST 2 NETBALL EVENINGS TO DRIVE MATCH PARTICIPATION AT THE

NETBALL FIXTURES IN EACH CITY.

CONCEPT AND APPLICATION


FIVE TOP INFLUENCERS WERE CHOSEN TO REPRESENT BRUTAL FRUIT, BASED ON THEIR SOCIAL

MEDIA FOLLOWING OF A MINIMUM OF 1,000+ FOLLOWERS

ACROSS TWITTER, FACEBOOK & INSTAGRAM

STUDENT VILLAGE’S PLAN TO CREATE A BUZZ ABOUT BRUTAL FRUIT’S NETBALL

CUP INVOLVED CREATING A SOCIAL MEDIA INFLUENCER CAMPAIGN. THESE

INFLUENCERS WOULD SPEARHEAD SOCIAL ENGAGEMENT BOTH ON THE

GROUND AND ON SOCIAL MEDIA.

THEY FURTHER PROMOTED MATCH PARTICIPATION AND MADE USE OF

SOCIAL MEDIA AND INCREDIBLE PEER-TO-PEER NETWORKS

TO MEASURE THEIR SUCCESS

AS ON-THE-GROUND CHAMPIONS AND AMBASSADORS, THE SOCIAL MEDIA INFLUENCERS WERE TASKED WITH

CREATING EXCITEMENT WITHIN THEIR NETWORKS ACROSS SOCIAL MEDIA PLATFORMS AND ON THE GROUND

INFLUENCERS WERE TASKED WITH SAMPLING BRUTAL FRUIT PRODUCTS TO

THEIR PEERS AND ORGANISING MULTIPLE ACTIVATIONS. THEY ALSO

DROVE SAMPLING AND ENGAGEMENT AT THE BEST OCCASIONS AND EVENTS

WITHIN THEIR SOCIAL SCENE

MEET THE INFLUENCERS


PINK DRIVECELEBRITY

ATTENDANCE & SOCIAL

MEDIA BUZZ

INTER-CAMPUS MATCH

ATTENDANCE DRIVE

BRUTAL FRUIT

SAMPLING AT MAJOUR

EVENTS


INFLUENCERS CREATED FURTHER HYPE THROUGH:

BRUTAL FRUIT AND PINK DRIVE PARTNERED ON THE

INITIATIVE TO DRIVE CANCER AWARENESS

AMONGST THE YOUTH.


PINK DRIVE SUPPORT

STUDENT VILLAGE’S SOCIAL MEDIA TEAM WERE

TASKED WITH CREATING HYPE AND AWARENESS OF

PINK DRIVE’S INVOLVEMENT.

CELEBRITIES IN ATTENDANCE INCLUDED

THE LIKES OF ROXY BURGER, JAY BADZA,

KHANYA MKANGISA AND JONATHAN BOYNTON-LEE


SOCIAL MEDIA HIGHTLIGHTS

IN 1 WEEK STUDENT VILLAGE

INFLUENCERS HELPED

#THEPINKDRIVE TO REACH 41,298 ACCOUNTS AND THIS LEAD TO

43,666 IMPRESSIONS

THROUGH A COMBINATION OF 21 ACTIVATIONS AND NETBALL

FIXTURES ATTENDED THE

CAMPAIGN REACHED IN

EXCESS OF 5,900YOUTH

RESULTS THE EXPECTATIONS WERE HIGH BUT STUDENT VILLAGE EXCEEDED THEM. SEE THEM FOR YOURSELF…


IN TOTAL INFLUENCERS

POSTED:131 TWITTER

POSTS33 FACEBOOK

POSTS40 INSTAGRAM

POSTS

ACROSS 6 WEEKS INFLUENCERS

REACHED A TOTAL OF 465,053

ACCOUNTS LEADING TO 1,600,438 IMPRESSIONS

FIND MORE CASE STUDIES @ WWW.STUDENTMARKETING.CO.ZA CONTACT US @ [email protected]

19 WEST STREET, HOUGHTON, 2198, JHB / PO BOX 432, MELROSE ARCH, 2076


Brutal Fruit Netball Cup Campaign

Sports

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