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.