Influencer Marketing Campaign for Popular DSTV Channel
“I enjoyed my experience with the Arora Online team working on the Zee World campaign. The parameters and requirements of the campaign were well laid out and the team provided me with all the necessary references and materials to make my posts really hit home. The channels of communication were also always open if I needed any assistance. I’d happily work with this team again in the future.”
Rozanne McKenzie, Influencer
LET’S SHINE SOME LIGHT ON THE MATTER
Zee World is an English-language Bollywood entertainment television channel in South Africa. It was launched in 2015, as the first English-dubbed Bollywood channel in Africa.
As a result of the outbreak of the global pandemic in 2020, Zee World could no longer provide new series & films for its audiences due to the halt in production of Bollywood content. This ultimately led to a decline in the channel’s viewership. Once the pandemic subsided, the channel was left with the challenge of regaining and developing new viewership in South Africa by trying to make audiences aware that new seasons and installments of their favourite TV shows and films were available again on the channel.
THE LIGHT BULB MOMENT
We were tasked with running an influencer campaign to create this awareness of the new content, and to drive large-scale engagement through a two-phase social media campaign.
We secured 13 of the best-suited South African influencers in the entertainment industry to spearhead the campaign, which included Prev Reddy, Wian West, and Rozanne Mckenzie. Based on their individual tailor-made briefs, each influencer created fun and interactive videos ranging from series reviews to interactive green-screening. Some influencers poked fun at themselves and spoke about how much they or their family members enjoy binging shows on Zee World.
The influencers played a pivotal role in creating talkability around the new Zee World shows, time slots on various channels, and growing the brand’s digital footprint across Facebook, Twitter, Instagram, YouTube, and TikTok.
YOU CAN’T MAKE LIGHT OF THESE STATS
The campaigns had a total of over 3.5 million video views across Facebook, TikTok, and Instagram with 39 435 engagements.
Campaign one ended on a high note with over 2.5 million videos and an average engagement rate of 0.80% across TikTok and Instagram.
Campaign two had an engagement rate of 2.70% on TikTok and 5.86% on Instagram which far surpassed the industry benchmark of 0.95% for TikTok and 2.2% for Instagram. This means that the audiences were connecting and engaging well with the campaign content. The average cost per view for the campaigns on TikTok and Instagram was R0.037. We loved seeing the creative ways in which the influencers brought the Zee World brand to life on their social media channels. The Arora Online team was thrilled that this led to a massive increase in awareness, as well as deep engagement, with the Zee World brand.
ARORA ONLINE SERVICES
Conceptualised & strategised the influencer campaign strategy
Sourced top South African influencers to collaborate with the brand
Overall campaign and influencer management
Paid media strategy & implementation
Interim & post campaign reporting
