people reached within the first five weeks of launching the channel on Facebook and Instagram
video views to date
McCain’s set us a challenge to use the #justcookathomesa platform to inspire our audience to trial their frozen produce.
Knowing that our audience trusts Justine to inspire and share valuable cooking advise, we created a video series in which challenged the audience to try her demonstrated recipe and then submit their own using the featured McCain’s product as an ingredient.
The timing worked really well for this campaign, given that our audience were all still on lockdown, and we knew there had been a significant shift in shoppers behaviour, turning to more frozen food purchasing.
A video series showing Justine cooking an inspirational, solution-driven recipe using a McCain’s frozen product. Underpinned with a CTA for UGC and competition entry, and weekly giveaways – we saw a fantastic response in terms of competition entries, engagements, video views and audience growth.
Specifically for the McCain’s sponsored campaign, the combined results across our own and McCain’s platforms were:
- 4,5 million people reached within the first five weeks of launching the channel on Facebook and Instagram.
- 445,000 video views to date
- 431,759 engagements
- 75% of Facebook group members are actively engaged with the content.
For #justcookathomesa, this campaign resulted in great growth for us on our own platforms:
- 2,205,386 reach
- 76,618 engagements
About the content platform
We launched #Justcookathomesa, our own ‘everyday food for real people’ food channel with Justine Drake, during the start of lockdown in April 2020. Since launching (videos can be found on Facebook, Instagram and YouTube), we’ve continued to create and evolve the offering. From Monday to Friday, Justine shares ways to prepare simple, healthy and affordable dishes using pantry staples and clever cooking hacks.
What was created out of a desire for an owned channel and genuine need to be of use in an area where we have credible and authoritative expertise, has not only proven to be incredibly popular but also created a new revenue stream for John Brown Media South Africa.
We’ll continue to keep the videos and interviews ‘low-fi’. This not only keeps costs down, but makes the videos and content more relevant and accessible to all homecooks.
‘We’re not changing the world, but I do hope that we can inspire and entertain people to cook healthy, affordable food with their pantry and freezer stocks. There’ll also be loads of recipes using fresh vegetables – the farmers are still growing produce and the supermarkets are well stocked – let’s make the most of it. When life gives you lockdown, I say #justcookathomesa!’Justine Drake
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.
John Brown Media SA: #justcookathomesa
Online Video Food Channel
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
Vizeum SA: Indiefin Mullets
In the competitive, low interest category of life insurance, attracting leads is very expensive. Our disruptive campaign had to stand out and differentiate, promoting a new brand that held no br...
Carat SA: Guinness Rio Ferdinand Live Billboard
A collaborative effort between Carat SSA, Carat Kenya and Diaego, we were able to use our media expertise and access to world class technology to pull off a first in Africa OOH experience – surp...
Vizeum Nigeria: Budweiser-Kings of Football
Integrated marketing campaign to connect with Footballs Fans in Nigeria
Isobar Nigeria: Banter Better with Coca-Cola
We introduced the campaign by posting creatives that teased the highs and lows of iconic up Premier League clubs to engage their fans.
Vizeum SA: Carling Black Label Cup
CBL introduced this unique football spectacle to give fans an unprecedented opportunity to directly influence one of the biggest football rivalries ahead of the upcoming football season
Carat SA: Engen Design 35 Spaza Branding
Engen brands spaza shops to give a platform to aspiring young artists
Isobar Kenya: ICEA LION’s Back Your Future
Building a microsite that connects the Kenyan youth to tailored financial content to back their future.