Capitec Bank’s Song of Hope generated 28 million impressions across leading print and broadcast media outlets over a 20-week period. But more importantly, it created brand love for Capitec Bank, resulting in 58 607 new followers joining Capitec’s social channels. In addition, 589 301 new clients signed up during this 4-month period, in a time of no other marketing activities from the bank.
Firstly, we incentivised South Africans to share lyrics for our song. Musician KO took to Twitter to encourage people to participate. Then once our artists had finished recording, we launched the song via a live-streamed event across all Capitec’s social platforms. This included a music video, behind the scenes footage and interviews with the artists. The music video combined photography the artists shot of themselves performing. We leveraged our artists’ social media following to amplify the campaign and we boosted reach by asking a further ten high-impact influencers to share the song on their channels. They encouraged their followers to participate in our #RainbowChallenge dance challenge to stand the chance to win a private virtual serenade session with one of our four artists – their pick! During the production period, we set up interviews and pushed out a captivating event poster on Facebook and YouTube. The song was available to download via Capitec’s social pages.