CONNECTION, CREATIVITY, AND THE RUGBY WORLD CUP

IT ALL STARTED WITH A PERSONAL RECIPE TO RISE

forge a connection with the audience

Creating Relatable and Engaging Video Content

As a means to engage with the audience, Magnetic asked Siya Kolisi to share his recipe to rise to the top. Heartfelt, personal snippets that inspire and strike a cord due to their relatable nature. Armed with talking points covering themes of authenticity, impact, joy, and connection, our video team set out to get all the details.

The campaign featured several videos, of which the launch video teased the connector videos to come. Each of the four connector videos saw Siya and his wife Rachel Kolisi answer an engaging question (i.e., What does community mean to you?, How do you remain true to yourself?, What brings you joy?, and How do you show that you care?). At the end of these videos, a call to action asked viewers to share their thoughts and experiences in the comments, creating a bond between the audience, Siya, and BOS.

HONOR HERITAGE IN AN EYE-CATCHING MANNER

Designing Authentic Packaging That Reflects Brand Values

Every single BOS product has been created with joy in mind – to spread happiness and rooibos magic. The brand is also known for giving back to both people and the planet. BOS empowers its audience to live life to the full by championing connection, creativity, and self-expression.

When it came to creating Siya Kolisi’s Limited Edition BOS Ice Tea can, it was important that the packaging reflects these same brand values while infusing it with authentic Siya flavor.

Magnetic’s designers stuck to the bright and bold color palette so synonymous with the BOS brand and added a Siya-inspired twist. A proud Xhosa, he comes from a vibrant culture well-known for its intricate beadwork. Our designers incorporated this breathtaking beaded look into the packaging for a design that not only popped, but paid tribute to Siya’s rich heritage.

increase hype and audience engagement

Raising the Stakes with a Competition Element

Although we were confident in our creative assets, Magnetic proposed incorporating a giveaway as a means to attract a wider audience and a greater engagement rate. The competition and its mechanics were promoted across BOS social media throughout the campaign’s run.

Entering required consumers to buy a can or bottle of Siya Kolisi’s Limited Edition BOS Ice Tea, scan its QR code, and fill out a form when prompted. However, sharing pictures and videos of Limited Edition products, then tagging BOS on social media, did net consumers additional entries – and resulted in some fantastic UGC! The grand prizes of a trip to Paris, France (for South African entrants) and Cape Town, South Africa (for European entrants) also kept social media users invested.

WE EXCEED EXPECTATIONS BY BREAKING BARRIERS

Reviewing Successful Campaign Results

Considering all the moving parts, the BOS x Siya Kolisi campaign went off without a hitch and ended up delivering spectacular results – in South Africa and Europe.

On the homefront, the campaign achieved a 91.14% competition reach, saw 970,806 video PlayThrus, and reached a total audience of 13 199 954. In Europe, figures were slightly lower, but no less impressive as BOS still gains traction in this new market with a 36.69% competition reach, 638,444 video PlayThrus, and a total reach of 6,695,584.

COLLABORATION + CREATIVITY = MARKETING MAGIC

Making Your Brand’s True North Work for You

The BOS x Siya Kolisi campaign stands as a testament to the power of strategic collaboration and creative, results-driven marketing.

By aligning with Siya, a symbol of perseverance and moral integrity to many, over a shared True North (think values and beliefs), BOS not only amplified its brand presence, but also strengthened its message of community upliftment and positive change.

As Magnetic, we’re proud to have made it happen for these two South African greats.

Want to go on a MAGnificent marketing adventure? Get in touch – your brand might just be our next big success story.