To establish E! Africa as the TV destination for African entertainment news, it was imperative to connect with a local audience through a campaign that was relevant, topical and centred around establishing an African pop culture conversation.
We first focused our energy on understanding the E! international brand inside and out, so that we would be able to confidently translate it to an African market. We spent time identifying key influencers to join the E! family and ensure that our message would be reaching our desired target audience. We dissected the E! international pages, specifically their African social media fan base, to understand what they were looking for from E! Africa and what types of content they wanted to see.
We also spoke to our local media to find out what they would want to see if they were invited to an A-list event, like those seen on E! international. Questions included: what would they expect from the event, who would they like to be engaging with, which celebrities did they really want to interview but could never get the opportunity. All this feedback was instrumental in putting together the guest list to surpass all other guest lists, as well as ensuring media buy-in.