Research has shown that after a shopper has made an online purchase once, they are likely to do so again. Attracting first-time buyers, particularly from Gauteng’s influential middle-class, was therefore an enduring business imperative for our client, SA’s fastest growing e-tailer, takealot.com.

With the target market influenced heavily by high profile celebrities, we elected to use a limited budget – over three-months – on a partnership with a macro influencer. We chose DJ and reality star Dineo Ranaka for her large following of 661 000, but also for her high rates of engagement and her family-focused lifestyle.

Using key shopping ‘moments’ we co-created content that surprised and delighted her followers and incentivised first time Takealot shopping through unique discount codes and vouchers.

View the video here.

dineo takealot

The Challenge

It was imperative we needed to cut through the clutter of marketing campaigns from other retailers, both online and bricks-and-mortar, during key shopping moments such as Black Friday, Festive and Back-to-School. We were also competing for share-of-wallet with bricks-and-mortar retail outlets that have a presence in the mall. With anything to do with online shopping, we also had to navigate the ‘friction factors’ faced by all online retailers such as shopper wariness about the security of payments and delivery.

The Idea

Atmosphere partnered with celebrity and social media heavyweight, Dineo Ranaka, to tap into new online shopping audiences who are not very familiar with the vast range of products available on Takealot.

The Solution

Dineo has a high profile and is a modern mom of two. She has a following of 66 000 on Instagram and 1.17-million on Twitter. She is also in people’s everyday lives through her radio and reality TV show. We worked with Dineo to plan stand-out tactical content around Black Friday, the festive season and the start of the new school year. We ensured that Dineo’s fans were incentivised to shop with Takealot by offering vouchers and discount codes.

The Results

Overall, the campaign resulted in an engagement of 36 700 and over 300 000 views, exceeding view targets by 300%. The first video has been viewed 70 757 times. But the true success was the new buyer acquisition. The goal was an increase of 200% in new buyers but through the partnership we achieved 477% increase!

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