There’s no greater rush than being able to leverage a moment that 10s of millions of South Africans are speaking about. When Chiefs and Pirates squared off in a cup final for the first time in over a decade, the viral gods delivered a PR-able sweet spot: a football fixture on the eve of Mother’s Day.
8.6m SA households are held together by single moms. Instead of championing the players, we rewarded and recognised hashtagChampionMom. Branded content about Chiefs and Pirates’ moms, social call to action to encourage CBL fans to share the best advice they’d ever received from their mom. 49,000+ moms championed, and these social posts turned into unique, digital billboards; DOOH transformed into 311,000, branded Mother’s Day cards.
Here is our hero film.
Watch the case study below:
Always a pleasure to collaborate with T+W, and M-sports Marketing to bring this emotional piece to life, and thank you to our epic Carling clients Kerryn, Vaughan, Nonjabulo, Danyal, Khwezi for the backing to bring this to life; and to Mike, Koketso, Kgothatso and the Retroviral tean who poured their love into this.