Meet the Shortlist-Best Use of Social Media

06 Aug 2018

The Best use of Social Media category celebrates social media campaigns delivered from South Africa or South African based.

#BeProteas

New Balance

New Balance’s 2016/17 replica campaign, #BeProteas, saw the brand achieve record replica sales and engagement. All accomplished without TV, radio or print advertising. #BeProteas was a digitally led campaign where innovative, standout social media executions were the solution for connecting with and influencing their target market favourably.

An emotionally charged social media exclusive hero commercial spearheaded the campaign, that brought alive a collectively penned letter from the Proteas to their future selves. A consumer competition, campaign drops, real player handwriting animations, ambassador content pieces and influencer drops were all driven on social platforms.

Around the World in 80 days

Moonsport Productions

The task we undertook was near-impossible; creating a social media digital strategy unlike anything ever done before for 80 consecutive days and sharing Mark Beaumont's world record-breaking attempt across multiple platforms as it happened.

Eighty consecutive days of creating multiple social media post per day and keeping up with Mark on his world record venture, Moonsport's strategy concluded with Mark ending his journey with a live broadcast through Facebook which obtained an organic instant viewership of 385 000 views, 500 shares and over 5 000 000 views reached across all of the posts combined. Such an undertaking took 6 months of preparation which included a 20-day test cycle with Mark around the United Kingdom to figure out the technical and story-telling obstacles.

NBA Africa Game 2018

NBA

The NBA Africa Game 2017 social media campaign proved to be influential and impactful in terms of its reach and engagement. Since the game announcement on 15 February 2017, the conversations were gaining momentum around milestone announcements leading up to the game, peaking during the week of the game. Through creative approach, influencer collaboration and engagement as well as leveraging content production capabilities, the campaign achieved significant amount of success across various platforms. Hashtags #NBAAfricaGame, #BWBAfrica and #NBAAfricaInnovation were mentioned 103K times with overall engagement rate of 132K. Hashtag #NBAAfricaGame trended for seven days in South Africa during the week of the game.

New Football Season

SuperSport

For SuperSport, the New Football Season campaign is key to helping achieve business results. The most popular sport in the world captures the hearts and minds of fans across the continent. The key challenge is positioning the brand as the home of football, thus making SuperSport indispensable to fans.

Toyota Fortuner 4x4 Challenge 2017

Toyota

Building on the success of 2016’s Fortuner4X4Challenge, we were tasked to turn the 2017 challenge into a campaign to keep the Fortuner top-of-mind in a year in which there weren’t any exciting model updates. The campaign was centred around an annual sporting and off-road endurance event, the Fortuner4x4Challenge; designed to showcase the impressive off-road capability of the ultimate luxury SUV; the Toyota Fortuner.

WAFU Cup of Nations 2017

Fox Sports

FOX Sports is the world’s leading sports television brand, both in terms of distribution and programming rights, broadcasting to over 320 million households globally.

As a commitment to developing their African footprint, Fox Sports signed a 12-year agreement with the 16-nation West African Football Union in 2016. The FOX Sports Africa office was opened in Johannesburg, South Africa in early 2017 kicking off the planning for WAFU Cup of Nations which was held in Ghana, from 9-24 September 2017.

 

Check out the full shortlist for the Sport Industry Awards in association with Brand South Africa here.

The Sport Industry Awards are the largest commercial sports awards in South Africa, taking place at Sandton Convention Centre, on Friday 17th August 2018.

Bringing together sports stars, celebrities, senior decision makers, influencers and media, the industry’s most anticipated night of the year celebrates the very best work from across the sector.