Helen MacKenzie is the Communications Manager at the Topsy Foundation. Seeing first-hand the empowering effects of Topsy’s HIV relief services in the impoverished rural communities of South Africa, her passion is to continuously share these stories of success and she’s turned to social media to do just that:
“The quick movement of marketing into the social media space is clear and present. Even for a campaign to be launched exclusively on Facebook isn’t so unusual anymore, but the value of rampant and
random ‘like’ accumulation is being questioned. And with good reason! What you really want are people who know your brand and
love it for what it really is.
Giving over custody of your brand to social media means giving over control. With Topsy that has been easy – it’s an organisation born out of the community; built for the community. The idea of sharing in the work of helping others, but more importantly sharing in the reward, appealed to all of us from the start.
This doesn’t mean we haven’t fallen into the trap of wanting more fans, followers, likes, shares and 澳门足球博彩_2016奥运会外围赌球最新官方网站【赔率最高】
comments – but over time we’ve realised that just like we’re helping one person at a time in the real world, getting one person at a time involved online is the best way to do it. Increasingly the campaigns demanding real attention are those that harness genuine customer interest, and that translate into real-life behaviours…and results.
We’re honoured to be part of just such a campaign with the warmly-loved brand The Body Shop. They’re bringing the values that their customers love to life , in a way that makes them a part of what is happening in-store.
The Body Shop asked their fans to nominate a charity they care about to benefit from The Body Shop products and a few of the Castle Lager employees and excited Ogilvy staff members were on hand to get their chance to lift the trophy in their own unique way!
“Castle Lager and
the Springboks are an integral part of the fabric of South African society,” explained Norman Adami, Chairman and Managing Director of SAB Ltd
at the time of the partnership announcement.
“The further coming together of these two brands is very special and
some dramatic music, everyone’s life becomes movie-magic worthy.Never more so than with the new M-Net brand advert titled, My Life as a Movie.
We’ve all imagined that we’re the stars of a movie about our lives. It might not have been the most exciting movie, but there’s magic in the everyday things we do. With a good narrator and
Starring local heartthrob Emmanuel Castis as the hero of the narrative, the ad uses emotion as the predominant language. “We wanted our viewers to believe that magic happens in their own stories. There are definite parallels between the stories on-screen and our own. Who says that magic only happens in the movies?” says M-Net Head of Marketing and Publicity, Mpeo Makape.
“It’s not every day that a brand points out the dark and unpleasant sides of life. But we had to go down to go up again. Such is life. Nevertheless, we hope the ad leaves people with a sense of hope and optimism, as well as the realisation that magic happens every single day – not just on the screen, but off-screen too,” said Creative Director Mariana O’Kelly.
Executive Creative Director: Fran Luckin
Creative Director: Mariana O’Kelly
Copywriter: Stephanie van Niekerk
Art Director: Renier Zandberg
Agency Producer: Debbie Dannheiser