Before the launch, our macro-influencers created posts of themselves watching movies from home. They also asked their followers to share their favourite movies. Our army of nano-influencers shared engaging posts across their individual social profiles to create a tide of content. We hosted a COVID-19 friendly drive-in launch event, and the conversation was continued on social media. We also expanded the campaign’s reach by having a pizza promotion on UberEats. Pizzas were named after the influencers’ favourite movies currently airing on DStv’s top three movie channels. Additionally, interviews, advertorials and strip ads were run on Kaya FM and City Press as maintenance during launch month to increase campaign reach. After the launch, Anele Mdoda created weekly movie reviews for six weeks to keep the public talking and thinking about the product.