CSA CONCLUDES SUCCESSFUL #LIVEWITHHEART INFLUENCER CAMPAIGN
Humans are creatures of habit. We often do the same thing over and over, because we’re comfortable with it. But you know as well as I do, that the moment you do something just a little bit out of character, slightly different, “out-of-the-box”, you want to tell everyone about it, share it on social media, and relive those moments with your friends in a bar.
That’s life. And we enjoy living it when it has heart.
These were the moments, (both big and small) Red Heart’s #LIVEWITHHEART campaign aimed to create and inspire.
CSA kicked of the influencer campaign with a rigorous hunt to find SA’s boldest, bravest, most charismatic and authentic individuals. The ones who added heart to the ordinary things they do, and created memorable moments (because those are just way more fun!).
From here the campaign message: Do all things with heart. #LIVEWITHHEART
We selected five influencers, SAMA-award winning rapper Kwesta, SA’s top skater Jean-marc Johannes, Springbok Rugby legend Breyton Paulse, graffiti pioneer Falko One and social innovation stars Fixin’ Diaries.
To inspire people to add heart to the ordinary and salute them when they do. The idea was not to be different, but to do things in a different way, with heart.
Our media strategy included targeted public relations, events and social media activities through on-going tactical campaigns. Each influencer had a different challenge with the same outcome as mentioned above.
KEY MEDIA CAMPAIGNS INCLUDED:
Kwesta’s “collaboration with heart”, whereby he created a new track with a catchy beat and hook, using three words pulled from a hat as his inspiration. What followed was a bold track featuring the words gymnastics, Soweto and 10-pin bowling. This was followed by The People’s Choice at ICON in Soweto alongside the queen of gqom, Babes Wodumo and Kwesta’s Rap Lyf members.
Jean-marc showed people how to #LIVEWITHHEART with a historic stunt, the biggest of his career.
Falko One celebrated #LIVEWITHHEART by “getting out there” surprising people in a small town with a mural and followed with an exhibition where he sold 24 unique graffiti prints of which the funds went to selected NGO’s.
Furthermore, each influencer had his own PR video featuring their particular challenge – Brayton Paulse showed how “to build a team” and Fixin’ Diaries found and made something with “Someone who inspired him”.
The #LIVEWITHHEART influencer campaign reached a TOTAL PR VALUE OF OVER R43million in exposure, with a total media reach of over 62 379 639.
Red Heart has achieved 73 clippings: 22 editorial, 39 online and 12 broadcast.
The #LIVEWITHHEART announcement release ran in the majority of Johannesburg community newspapers, including Sandton Chronicle, Alex News, Rosebank Killarney Gazette, North Eastern Tribune and Fourways Review featuring the entire “Red Heart Crew” members.
For online, exposure was achieved on leading lifestyle and entertainment websites such as IOL, Citizen Connect, People Magazine and The Plug.
Kwesta’s most noteworthy broadcasting media coverage includes SA’s most popular music & entertainment shows, Vuzu Amp and Club 808, which featured his music video drops. Furthermore, Good Hope FM’s Nigel Pierce interviewed Kwesta ahead of the SAMAs 2017 on The Breakfast Show.
In addition, Red Heart Rum appeared in both Kwesta’s music videos, Kokotela and Mfazi WephFpha, which premiered on MTV Base, Channel O and Trace Urban.
Jean-marc performed the biggest stunt of his career, which featured on ENCA. Both Jean-marc and Falko were interviewed on Good Hope FM by Ready D about the #LIVEWITHHEART campaign. Fixin’ Diaries featured on SABC TRENZ on what it means to #LiveWithHeart, along with a promotion that ran in The Times Newspaper.
In addition, the campaign was also voted by Superbalist as one of 2017’s Top 5 collaborations between brands and artists.
“Shout out to Red Heart Rum: you guys take the prize for the most fun, clever, simple and strategically fit collab, in my book,” writes Ndu Donsa from Skinnygenes DotTv for Superbalist’s The way of Us.