#MyKindOfJoy

Amajoya approached Mag to help form a more authentic connection with the South African market. Given the impact of lockdown, the challenge was how to reignite SA’s vibrant culture.

Mag connected the dots by creating a digital campaign that rewards users for sharing what joy means to them. Using #MyKindOfJoy, the campaign reached audiences across the country – right at their homes.

Entries streamed. The campaign achieved a Cost Per Person Reached (Rands) of 4 cents, while the Cost Per Engagement worked out at just 17 cents – all pointing to South Africans needing a little more joy than we knew.