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McCain – Make it yours moms group

In order to relate to South African moms, we wanted to engage them as if we were one of them. So we created a platform where moms are real and tell it like it is. We created the ‘Make it yours moms’ WhatsApp series.

By creating 5 real moms that other moms could relate to. We let our audience in to their lives. Because the story played out in real-time, we were able to serve McCain recipes during dinner time. For those moms that were really engaged we gave away spot prizes.

The campaign was hugely successful, with rich and deep engagement from our audience.

The results

The campaign boasted a reach of over 2.8 million moms. We had a great share of voice with over 10 000 social media mentions.

With a 32% engagement rate

Not forgetting a total of 3 270 WhatsApp Subscribers.

This piece of work was done in partnership with Joe Public.

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