Clockwork was tasked with launching E! Entertainment – one of the world’s most aspirational brands – in a South African and African context. It was important to maintain the already-established A-list brand position while growing E!’s audience in a highly-competitive landscape. As such, we crafted integrated marketing strategies and campaigns to drive local and international content against measured (often public) ratings.
To establish E! as the TV destination for African entertainment news and premium local shows, it was imperative to connect with a local audience through campaigns that were
relevant, topical and centred around establishing an African pop culture conversation.
We first focused our energy on understanding the E! global brand inside and out, so that we would be able to confidently translate it to an African market. We knew that growing the brand across Africa would be a challenge due to incredibly conservative regions where mentions of sex, nudity or bad language are banned, so this was an important distinction to make.
The broadcasting industry is known for its often-unpredictable nature with quick-turn demands, so this was another factor we had to consider – and learnt to be flexible in the process.
The E! Entertainment campaign will always remain a special one for us as an agency because it allowed us to create Clockwork’s first fully integrated team that executed everything from PR and promo shoots to activations and website development.
We successfully grew the brand to become one of the most well-recognised entertainment brands on the continent. With the launch of multiple international titles, including Mariah’s World, Hollywood Medium and WAGS; local adaptive shows like How Do I Look South Africa? and E! Red Carpet: SAMAs/ SAFTAs; and brand-new content like The Search: South Africa, the channel’s viewership increased by 80% across Africa.
We won multiple PR and digital awards locally and internationally for our work and the impressive campaign results achieved. Some of our strategies were so well received that they were implemented in E!’s international markets – for example, our custom-made bomber jackets with embroidered journalists’ names were rolled out in the UK to promote a similar celebrity show.