Services
Brand Intelligence
Creative Development
Digital Engagement
Industry
Consumer Goods
2019
Heritage Day / RWC Campaign: Ahead of the Game & Kick%Off Sale
Mandela used rugby to unite a nation that has since become synonymous with every South African’s culture and heritage. Megamaster brought Heritage Day and the RWC together to make them even better.
Campaign Objective
Continue to build on the association between Megamaster and Heritage Day during the 2019 Rugby World Cup in a unique and experiential way.
Campaign Outcomes
- Audience watch, like and share Megamaster’s Heritage Day video content
- Associate Megamaster with Heritage Day
- Like or follow the Megamaster Facebook page or Instagram profile.
- Build awareness about the new Megamaster Granite Edition 4 Burner Patio Gas Braai
Campaign Challenges
Any brand not affiliated with Rugby World Cup sponsorship is automatically outsized in terms of share-of-voice UNLESS they can find a creative way to ‘hijack’ the Rugby World Cup and be top-of-mind.
- Limited time and budget
- Extremely tight production timelines (No time for weather, cast, power outages or any other delays. We only have a 24-hour turnaround time per episode and teaser.)
- Tracking multiple social platforms for engagement and entries
- Highly competitive landscape and timing
AHEAD OF THE GAME Predicting the Score Together, Made Better
We produced a Megamaster web series where respected rugby commentators predicted SA’s next World Cup match score with a good dose of joviality and humour mixed in.
THE HOST
Leon Gropp is a multi-award-winning musician, singer-songwriter and now a magazine and lifestyle show presenter. His local popularity and experience in front of the camera were crucial in setting the tone we were after.
THE FORMAT
3 to 4 guests joined Leon for each episode. Guests included rugby professionals and local entertainers. The panel shared, compared and debated their score predictions for SA’s upcoming match.
At the end of each episode, Leon and the guests challenged the audience to submit their score predictions in the comments. The best guess for each of SA’s matches won a brand new Megamaster Granite Edition 4 Burner Patio Gas Braai. Ahead of the Game ran in conjunction with the Kick%Off Campaign.
Episode 1
Date: 17 September
Host: Leon Gropp
Guests: Elvis Blue, Rosko Speckmagic Specman, & Burger Ordendaal
84 723
Total Reach
3 656
Total Engagement
26 626
Total Views
Episode 2
Date: 24 September
Host: Leon Gropp
Guests: Pietman Geldenhuys, Wynie Strydom, & Courtnall Skosan
97 532
Total Reach
14 569
Total Engagement
39 808
Total Views
Episode 3
Date: 1 October
Host: Leon Gropp
Guests: Pieter Koen, Cornal Hendricks, & Alwyn Hollenbach
91 300
Total Reach
7 343
Total Engagement
27 037
Total Views
Episode 4
Date: 5 October
Host: Leon Gropp
Guests: Stephanie Baartman, Ross Cronje, and Richard Bands
89 437
Total Reach
3 428
Total Engagement
35 518
Total Views
Episode 5
Date: 14 October
Host: Leon Gropp
Guests: Joshua na die Reën, Jacobie Adriaanse, and Warren Whiteley
81 677
Total Reach
4 761
Total Engagement
38 588
Total Views
Kick%Off Campaign
Megamaster ran the ultimate promotion. We made the thrill of SA scoring even more exciting for audiences during matches, knowing that they were scoring too.
As soon as the final whistle blew, selected discounted Megamaster products were available online via a promotional splash page. The discount was determined by whatever the Amabokoboko had scored by full-time.
Content Kings
In support of the campaign, we created a teaser video, 5 episodes, 5 music extracts, a music compilation, video recipes, blogs, GDN banners, website banners, social media posts and a competition landing page on the Megamaster website.
HERITAGE DAY / RWC CAMPAIGN TOTAL CAMPAIGN STATISTICS
Social Media Performance
1 337 304
Total Campaign Reach
85 304
Total Campaign Engagement
305 241
Total Campaign Video Views
1 662
Total Followers Gained
2 115
Total Entries
162 486
Total Page Views
111 256
Total Unique Page Views
42 612
Total Sessions
15 073
Organic Search
5 668
Social
1 516
Direct
Online Sales:
R 207 435.43
21 - 30 September
R 1198 064.66
1 - 31 October
R 213 710.85
1 - 9 November
R 1 619 210.94
Total Sales
Top 5 Cities and How Many Users Visited The Website
Cape Town Johannesburg
5 725 1 696
Users Users
5 286 1 438
Unique Users Unique Users
Pretoria Sandton
4 280 4 476
Users Users
3 773 3 916
Unique Users Unique Users
Centurion
1 174
Users
977
Unique Users
How Much Revenue These Cities Generated
R 291 810.69
Cape Town
R 246 185.54
Pretoria
R 114 044.50
Centurion
R 57 456.91
Johannesburg
R 212 705.69
Sandton
Key Takeouts
- The total number of people we reached was 1 337 304. That means 30% of Taxpayers saw our content.
- Our 2 115 score prediction entries are equivalent to 4x the total number of players for all 20 nations participating at the RWC.
- Our total unique website views were 111 256. That’s like the whole of Nelspruit visited our page.
- Our most significant spike in sales (R354 281.30) came on Tuesday, 8 October, after the Canada game. We made 31% of our sales on this day.
- Capetonians spent the most money buying our products out of all the cities, totaling almost R300 000.
- Joshua Na Die Reën & Pietman Geldenhuys’ song videos reached over 60 000 views! Enough to fill the Ticketpro Dome for three nights in a row.
- The 1200 Deluxe Spit Built-In Braai sales brought in the most revenue per product, with 17 sold for a total of R175 738.56! That’s enough to buy a brand new Renault Sandero.
- There are now 132 more people braaing with Megamaster Gloves, which generated R8 366 in sales.
Services
Brand Intelligence
- Research & Discovery
- Brand Development
- Brand Strategy
Creative Development
- Creative Strategy
- Creative Development
- Asset Creation
- Video Production
Digital Engagement
- Analysis & Definition
- Marketing Strategy
- Campaign Execution
- Measure, Report & Iterate