Download - 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
A case study by Student Village 2016
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
A case study by Student Village 2016
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
A case study by Student Village 2016
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
A case study by Student Village 2016
PINK DRIVECELEBRITY
ATTENDANCE & SOCIAL
MEDIA BUZZ
INTER-CAMPUS MATCH
ATTENDANCE DRIVE
BRUTAL FRUIT
SAMPLING AT MAJOUR
EVENTS
A case study by Student Village 2016
INFLUENCERS CREATED FURTHER HYPE THROUGH:
BRUTAL FRUIT AND PINK DRIVE PARTNERED ON THE
INITIATIVE TO DRIVE CANCER AWARENESS
AMONGST THE YOUTH.
A case study by Student Village 2016
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
A case study by Student Village 2016
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…
A case study by Student Village 2016
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
A case study by Student Village 2016