Influencer Campaign
“Working with Arora Online was a breeze. Briefing and submitting were efficient, payment, etc. were on time and all-and-all just fab! Looking forward to future campaigns with Arora Online.”
Leah van Niekerk, Influencer
LET’S SHINE SOME LIGHT ON THE MATTER
Garden Day is an annual epic extravaganza that takes over the full terrain of the online and offline worlds. From Facebook to TikTok, Instagram to YouTube, print media to virtual workshops – this event is EVERYWHERE, and it’s all about inspiring South Africans to embrace their green spaces and get the dirt on gardening know-how.
While we all know that older folks enjoy getting their hands dirty in the yard, the challenge for their 2021 campaign lay in spreading the word to our flourishing millennials and Gen Z’ers.
THE LIGHT BULB MOMENT
What rhymes with millennials and Gen Z’ers? TikTok! Well, not really but it might as well…
Garden Day’s TikTok channel launched in 2020, so the Arora Online team was confident that we could dig a little deeper to cultivate mass awareness around Garden Day on the platform of choice for Gen Z.
This campaign had some pretty big goals, including creating buzz about Garden Day, driving website traffic, and building relationships with 18 of South Africa’s biggest TikTok influencers. The hashtag #GardenYaySA was the perfect catchy tagline to convey celebrating the joy of your green space, and it was ideal for the target audience.
Arora Online did the hard yards work to bring this concept to life by recruiting some of Mzansi’s top influencers, including the likes of Aletta Francina, Nadia Jaftha, Mpho Pink, and Rudi Smit. Rather than using a traditional branded challenge, the team opted for an innovative approach, curating influencer briefs that leveraged a multitude of existing TikTok trends and challenges while staying true to the #GardenYaySA concept. From #ASMR to #plantsoftiktok, the influencers used various storytelling techniques to showcase how Garden Day is for all South Africans.
Across all of the influencer content, a unifying symbol was used: the Garden Day TikTok sticker. This sticker helped tie all of the content together and showed that no matter who you are, Garden Day is a celebration that anyone can enjoy. Have a look for yourself at a sample of the inspiring content from the 2021 TikTok influencer campaign for Garden Day.
YOU CAN’T MAKE LIGHT OF THESE STATS
We pulled out all the stops, promoting the influencers’ content for 48 hours each, from October 10th to October 17th. And let us tell you, it was worth it! The virality of the influencer content was off the charts, leading to massive organic reach and engagement. All that buzz drove tons of awareness, engagement, and traffic straight to the Garden Day SA site.
So, what kind of impact did we make? The Garden Day SA TikTok profile scored an impressive 3,745 new followers. And that’s not all – the hashtag #GardenYaySA has now garnered a whopping 12.8 million views. During the campaign itself, our content had a reach of 2.9 million – talk about making an impact.
But we didn’t just stop at views and reach – we also drove a whopping 18,424 clicks straight to the Garden Day website, all at an incredible CPC of R3.20. And let’s not forget about all the love we got on campaign content, including a staggering 258K likes, 1K comments, and 1.9K shares.
The Garden Day #GardenYaySA campaign was a finalist in the 2022 New Generation Awards, earning nominations for both Most Viral Campaign and Best Influencer Campaign.
ARORA ONLINE SERVICES
Helped conceptualise & strategise the TikTik influencer campaign
Sourced top South African influencers to execute the campaign
Overall influencer and influencer campaign management
Interim and post-campaign reporting
Paid media strategy and implementation
