decrease of negative sentiment
brand in engagement in social media, with a record of 19% of engagement
Beginning of 2019, the market leader, the all-time-favourite Mozambican beer 2M, was negatively impacted by the entry of a new local competitor brand. The switch to the new brand was rationalized by consumers as 2M being the boring wife, with the new brand a younger and tempting new mistress. This conversation became present at every table, strongly affecting the sentiment towards the 2M brand.
In a completely spontaneous way, two 2M fans created a Facebook video serenading the brand as a form of declaration of love, which in just 1 week reached more than 80,000 views and 3,500 shares organically.
It was the perfect timing for the brand to react!
The answer was for the brand to genuinely retribute the fans love.
Only one month after the viral video, a new brand campaign was launched, inspired by the two fans, making a simple declaration of love from the brand to consumers reinforcing that real love is special and creating a huge emotional movement lead by the most well known Mozambican influencers.
This real, spontaneous, and emotional way of thanking everyone for all the love they were getting back really impacted the sentiment the fans had for 2M.
In just 2 weeks the brand regained its leadership on social media giving more and more love back to its true fans using our influencers in a personalized way to answer the fans comments – with customised campaign memes and funny gifs.
- - 64% (decreased) of negative sentiment
- 85% Positive Sentiment
- #1 brand in engagement in social media, with a record of 19% of engagement.
- +22% The organic reach (2,5 times bigger than the benchmark of 9%).
- 1500% “love” reaction surpassed the competitor
- 1000 personalized hearts, highly demanded by fans
About the campaign
The campaign TV commercial is a reinterpretation of the most famous Mozambican romantic ballade from Mr Bow: “my number 1” and opens with those two real 2M fans – the most authentic influencers - acting out exactly the same situation they had done in their viral video.
For the love movement to grow bigger, we decided to invite 5 Mozambican influencers to be featured in the videoclip and the King of romantic music - Mr Bow.
With this approach, 2M was able to amplify this declaration of love quickly to a much bigger audience – more than 1.5million fans- and make it a personal message from each influencer.
This Campaign won a gold at the ABInBEV Africa Creative X 2019 Awards for the best use of influencers.
FoxP2 SA: 1st For Women Safety
FoxP2 was briefed to entrench 1st for Women's “fearless” positioning and developed a campaign that highlights how FFW is the only insurance brand that fights for women’s safety. Because a safer ...
iProspect SA: MultiChoice teams up with Udemy
In a move to empower customers across the continent with impactful and functional skills, Africa’s leading entertainment provider, MultiChoice, partnered with Udemy, a global leader in online le...
iProspect SA: The SuperSport App Experience
iProspect was tasked to launch the impressive SuperSport app experience to eagerly awaiting African audiences. They embarked on a launch strategy to target their key regions of South Africa, Nig...
Red Star SA: SOL - Taste the Sun
After Sol launched the Sun as their ‘brand ambassador’, digital out-of-home creative was updated in real-time with appropriate brand messaging, triggered by key weather changes.
iProspect SA: You Belong; The Fragrance by Brutal Fruit
This is a story of differentiation, to showcase Brutal Fruit as a brand of distinction, by delivering deeper brand meaning & value.
Brutal Fruit chose to dial up their sophistication ...
iProspect SA: Santam TV Integration into Kings of Joburg
Where Content and Technology powerfully intersect, this is where we connect.
In a first for South Africa, we plugged Santam into the critically acclaimed Netflix original TV series, crea...
Carat SA : Absa Snapchat Artificial Reality Game
A bespoke Snapchat game designed to demonstrate how Absa makes your money go further by teaching younger consumers the value of good banking practices.
Carat SA: NIVEA Perfect & Radiant #RoutineRoutine
NIVEA joined forces with award-winning musician, Sho Madjozi to create a truly interactive participation platform that created authentic, two-way communication between the brand and their younge...
Posterscope Kenya - The Travelling Stand-up Case Study
The Safaricom Let’s Keep Going Campaign was launched in a bid to improve Safaricom’s brand NPS.
Red Star: Heineken - When You Drive Never Drink
Heineken has prioritized leading the conversation about drunk driving to make a difference. They aim to change the drinking and driving behaviour in SA by disrupting key moments associated with ...
Carat SSA – Malta Guinness- Maltavator show
A Pan-African mind and body challenge was created to enable consumers to Fuel their Greatness through a game show.
Vizeum SA: Sanlam Conspicuous Saving
In National Savings Month, Sanlam challenged two key SA celebrities to twist their VIP lifestyles.
FoxP2 SA: Wimpy Summer Promotion
Using culturally nuanced South African truths, FoxP2 created a campaign that delivered results that were 62% above target for the Wimpy brand over the aggressively competitive festive season
FoxP2 SA: Wimpy's Gogo Zoom Call
The campaign aims to position Wimpy in the minds of the consumer not just as a sit-down restaurant but also as take away and delivery offering. It builds on an existing well-loved story of the b...
FoxP2 SA: 1st for Women Fearless campaign
Fear is part of life, and it has its uses. BUT it should never dominate or hold us back.
With the tangible and emotional support of 1st for Women's (FFW) products and inspiration, women ...
FoxP2 SA: Wimpy Grill Up Fill Up Promotion
By tapping into rich cultural and societal insights, a traditional burger and breakfast joint strongly associated with older white consumers sold an unprecedented number of grills to an emergin...
FoxP2 SA: ER24 ‘Save a Number’
To get people to save the ER24 contact number we conceptualised a campaign around the idea of someone talking to you from within your phone. This ‘someone’ was a random contact we suggested be r...
FoxP2 SA: 1st for Women 16 Days of Light
Gender-Based Violence is a dark subject. For 16 days, we brought it into the light, projecting tributes in light onto some of the darkest places in South Africa - the actual locations of femicid...
Budweiser – King’s Stitch
Creating a platform to encourage young people ditch societal stereotypes and find their voice amidst society’s confinement.
Dare Create Nigeria: Lucozade Masterbrand Campaign
Reshaping the Lucozade brand narrative through a 360-Campaign