Selecting the most appropriate social media channels to use as our driving force was the first challenge for the team. The goal was to make use of social media that would allow us to target our audience very specifically, while emphasising strong visual creative. Instagram and Facebook were the obvious choices.
Next, we decided to design a local celebrity influencer Instagram campaign, that we could use to further create excitement with local fans. We took this approach because of insights drawn from our research efforts that signified that localised content was the key to connecting with our audience, and what better way to share content than from fellow Mimi fans who were also influencers, including the likes of Sketchy Bongo, Aisha Baker, Sureshni Rider and Thando Thabete.
To support the series launch we ran a campaign starting mid-November to drive awareness and tune in. The campaign included digital OOH, Radio, online and social media and a screening event for press and key influencers. The press and influencer screening event ensured maximum coverage, talkability and excitement around the premiere of Mariah’s World.