These days influencers are an ubiquitous part of every marketing plan, including that of Savanna, South Africa’s most-loved cider. Known for its crisp, witty persepective on the ironies of South African life, it now turns that perspective on itself and its dependence on a new class of celebrity – famous not for skill or artistry, but for clout and likes.
But what if influencing is an artform? A new campaign by Grey Africa and Liquid, WPP’s bespoke agency solution for Distell, proposes that it is. Kind of…Sort of…No, really.
With his tongue firmly in his cheek, Sello Maake ka-Ncube (Lion King), one of South Africa’s greatest living thespians, ‘brings the secret of the stage to your Instagram page’. Over four episodes he deftly teaches method acting techniques to some of the country’s top influencers. And it’s hilarious.
The result is a campaign built for engagement as consumers and influencers alike will be challenged to complete the modules laid out in the Siyavanna Institute of Influence.
Each episode or module deals with a topic like Unboxing, Product Reviews and the perfect Product Selfie and calls on consumers to also get “Dollas for Dololo” (Money for Nothing) with their share of a million rand in cash and giveaways.
Consumers can sign up to Siyavana Institute of Influencer by purchasing any crisp Savanna Dry, Light or Angry Lemon dialing *120*1538#, entering a unique underliner code and following the prompts for a chance to win Dollas for Dololo.
Competition ends Saturday, 31 October 2020.