CHALLENGE
The Agency was briefed to develop a robust TTL media strategy and buying plan to create awareness for the KEY BRAND for Diageo Smirnoff 1818 for the period of September 2022–September 2023.
OBJECTIVES
Create awareness on relevant media platforms. This includes on-air channels, digital spaces, and the OOH space nationwide across South Africa to promote awareness for the Brand.
SOLUTION
Create a strategic and robust TTL Media campaign on strategic platforms that will resonate with the relevant target market.
- Campaign Duration: July 2022 to September 2023
- Overall Campaign Budget and/or spend against that Budget: 16.9 million Rand (equivalent $885,103 USD)
Results
78%
TV: Video-on-Demand (surpassing 94% benchmark)
12%
Social Media (paid): Video Completion Rate (surpassing 1.34% benchmark)
234+ Million
Social Media impressions served (Meta & Instagram)
2.9 Million
Social Media engagements
