Capitec invited all Gautengers to #LiveBetter on Heritage weekend at The Color Run Johannesburg and The Gauteng Social Cohesion Carnival to bring people of different cultures together to showcase and celebrate diversity and living better together.

 

The Challenge

We had one week to launch and drive awareness of the #LiveBetter campaign over a weekend that was already cluttered with other events happening all over the country.

The Idea

A 360 approach was implemented to amplify the campaign; leveraging media partnerships, support from social media platforms, media influencers and a traditional PR drive.

The Solution

By using a combination of broadcast and online influencers, we launched #LiveBetter conversations across the country on social media platforms. We leveraged media partnerships as motivation for media interviews. Media were invited to attend the events and engage with the #LiveBetter experience. New influencers/personalities picked up on the campaign and due to the success, have directly contacted the team to get involved with this movement.

The Results

The campaign was a success, #LiveBetter trended during the first hour at the Johannesburg Color Run. DJ Sabby YFM Presenter COMMENTS: Twitter was abuzz with entries, while we were looking for topics to talk about on our show; we struggled to find anything other than #LiveBetter! On my end I feel that the campaign was a success. The mechanic of asking people to send in their images of themselves living better was a hit. People are forever taking images and any reason to share their experiences with the hope of winning / rewarded for that was a stroke of genius. The fact that when we were running topics for our shows, we would come across more tweets / Facebook messages for the #Livebetter competition which means people were subconsciously aware of the competition throughout the day.

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