Influencer Campaign
LET’S SHINE SOME LIGHT ON THE MATTER
We’re proud to introduce John Dory’s spectacular Soft Life Prawn Campaign. A delectable seafood adventure that Arora Online was simply thrilled to manage.
John Dory’s, one of Spur Corp’s renowned South African restaurants that specialises in seafood, sushi, and grills, sought us out to partner with them and unveil their highly anticipated, limited edition #SoftLife Prawn Special. They recognised our expertise in influencer marketing and entrusted us to create a buzzworthy campaign that would capture the hearts and palates of seafood enthusiasts across South Africa. It was no doubt an exciting opportunity for us to showcase our specialised knowledge and collaborate with influencers who could bring this delish dining experience to life.
The campaign focused on getting South Africans “hooked” on living the Soft Life – a trending term that speaks to living life lavishly with minimal stress. It was up to us to cast the digital nets wide and let Mzansi know it’s time to put on their fancy pants and feast without breaking the bank!
Our objective went far beyond reeling in the perfect foodie to fan the flames of an exceptional seafood promotion. Arora Online was also responsible for curating tailored influencer briefs to achieve the following objectives:
– Build brand awareness
– Reiterate John Dory’s brand promise to their customers
– Drive competition leads
– Generate John Dory’s App downloads
– Increase store foot traffic
– Grow turnover
THE LIGHT BULB MOMENT
To make this influencer campaign a resounding success, we delved deep into the world of research and profiling. Our mission was to find the crème de la crème of South African influencers who embodied the essence of “Soft Life Living”. We searched far and wide – there are many fish in the sea, as they say, but only a select few had the charisma and appeal to truly pull off this campaign.
After careful consideration, we handpicked a quartet of local influencers perfectly aligned with the target audience. From the realm of reality TV, we secured the vibrant presence of Nykie Pretorius, a true star in her own right. Aluve Nguza signed on – the epitome of someone living the Soft Life. Alongside them, we enlisted two more influential personalities, each representing a slice of the demographic John Dory’s aimed to captivate within South Africa.
With this dream team of influencers, we were set to make waves, creating a ripple effect to resonate with the hearts and appetites of the audience. Together, we brought the John Dory’s #SoftLife experience and prawn extravaganza to the table for the bougie and the broke alike, everyone was included to get a taste of the Soft Life. The influencers accomplished this with a variety of IG Reels and carousels that aligned with their audience and their unique influencer brands.
YOU CAN’T MAKE LIGHT OF THESE STATS
The #SoftLife campaign made a tremendous impact across Instagram, nabbing the attention of a wide audience and achieving remarkable results. With a total of 231 851 video views, the campaign’s content mesmerised viewers, leaving them eager to visit a John Dory’s restaurant. Furthermore, it garnered a reach of 2.4m individuals.
The campaign’s ability to connect with the audience was exemplified by its stellar engagement rate of 11%, surpassing the target KPI of 2.5% and far exceeding the industry average of 1%. The campaign content sparked active participation, receiving a remarkable 265 264 engagements, including likes, comments, saves, shares, and video views. When considering the overall metrics, it is evident that the campaign achieved exceptional success. The total impressions, engagement rate, and views all reflect the resounding triumph of the #SoftLife campaign.
On top of creating broad brand awareness through reach, this campaign has deepened the relationship between John Dory’s, an influencer network, and their respective social media followers through engagement.
ARORA ONLINE SERVICES
Sourced top South African influencers to execute the campaign
Overall campaign and influencer management
Post campaign report
