Through various research sources it was discovered that there are four main passion points in the lives of youthful South Africans: Music, sports, education and entrepreneurship. Music, by far being the most popular. This is why our creative aimed to reach consumers in this part of their lives, because of how important it is to them; taking their music experiences and adding Amstel quality to them, making them better and more memorable. Thus driving relevance and brand love.

Because of the unique nature of our media channel, we were able to capture meaningful content that our audience would resonate with, and more importantly share. With the main KPI of this campaign being to generate video views, the budget we put behind promoting and seeding the content was spent with this in mind. YouTube pre-roll advertising, native mobile ads, and social video promotion, utilising remarketing for people engaging with other content on our website, lookalike audiences and follower targeting helped us reach the right people. This part of the campaign ran for 3 weeks, with a heavy media push 4 days prior to the activation to build excitement and anticipation on social forums. Still imagery of the activations was posted on the day, and following that the main video piece was promoted.

The marketing KPI was to hit 250 000 video views for this content piece, which we surpassed within the first 3 weeks, with more than 720 000 views across the various platforms we were active on. This as well as an upward turn in sales, shows a growth in awareness and relevance of Amstel’s messaging. Social response to the activation was extremely positive, with ORM indicating that close to 97% of mentions from the community being positive and aspirational, which saw an increase in Amstel’s social media following.