What The Brand Needed
Following the highly successful launch of its very first reality show, The Search, E! Africa decided to reboot an old fan favourite but with a distinctly African feel. How Do I Look? South Africa debuted to great fanfare from both the media and viewers, thanks in large part to a successful launch campaign, encompassing an integrated public relations and social media strategy, along with a special first episode reveal party. More importantly, it included an opportunity for E! fans, media, and the general public to give back to a worthy cause, Dress for Success.
Faced with fierce competition from domestic and international competitors, E! has sought to consolidate its market positioning by launching new local programming. How Do I Look? South Africa – a regional version of the internationally renowned E! Entertainment show – is one such example.
In September, NBCUniversal briefed us on the launch of this flagship property. The challenge was simple: drive tune-in and participation from an increasingly fickle audience at the busiest time of the year.