Old Mutual Amazing Voices Campaign Case Study
About Old Mutual Amazing Voices
In February 2020, Point Black was approached by Old Mutual Zimbabwe to develop and implement a digital campaign to assist in the promotion of their new talent/reality show – Old Mutual Amazing Voices.
The purpose of this campaign was to drive awareness and interest in the show, drive online engagement and generate votes for the show’s finale.
Objectives
Increase awareness of The Old Mutual Amazing Voices Program
Generate engagement on social media
Provide a platform to host Amazing Voices content that potential viewers can be directed to.
Help facilitate and promote “Watch Parties” that will be attended by media and influencers.
Identify online platforms, brands and influencers that can be used to amplify the Amazing Voices program and content
Generate interest in the program that be leveraged for votes for Zimbabwean participants.
How We Helped
We employed a 4-tiered content pyramid strategy that involved paid and earned content on social media as well as sponsored content Point Black properties such as the 2 Broke Twimbos podcast and website.
Work also included running a full influencer campaign, where Point black worked with the client to develop content centred around the show. Point Black also set up and hosted a series of digital watch parties, the logistics of this were made more complex because of COVID related lockdowns and safety concerns. As a result Point Black developed a custom solution.
The Results
Despite the severe effects of the Covid-19 outbreak, Point Black was still able to surpass campaign goals across all measurable KPIs.