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.