2023
Entrant Company
Category
Client's Name
Country / Region
Amajoya's #CelebrateJoy Campaign was more than just a call to take a break and reconnect with loved ones. It was a tribute to the resilience and togetherness of South Africans who powered through challenging times and found joy in small moments.
As Heritage Day approached, Amajoya saw an opportunity to celebrate the country's cultural diversity and promote social unity. By leveraging this natural mechanism, the brand encouraged its audience to celebrate joy with loved ones and the broader community. Through emotional stories and interactive activities, the #CelebrateJoy Campaign showcased the strength and determination of everyday South Africans who refused to let adversity dampen their spirit.
Our goal was to increase brand awareness, sample and sell products, generate user-generated content, grow our brand's presence in-store and on social media platforms, and increase consumer engagement and database growth while growing brand affinity through influencers.
#CelebrateJoy embraced the diverse ways Amajoya’s customers celebrate during peak season, promoting creativity and freedom. We centered our campaign around the act of celebration and how it relates to all aspects of experiencing joy, meeting our customers where they find happiness in real life, whether it's around the table with family, at the beach in the summertime, on road trips, or planning for the new year.
This campaign revolved around togetherness, wholesomeness, feasting, and treating, highlighting how Amajoya plays a role in these moments. #CelebrateJoy placed 'celebration' at the center of all we do and subtly linked it back to joy and Amajoya products without being limited to festive time only.
The success of our campaign was unquestionable, with impressive outreach demonstrating that our audience shares the same passion for Amajoya as we do.
The #CelebrateJoy campaign was more than just a marketing initiative; it was a heartfelt tribute to the human spirit and a celebration of what makes South Africa unique.
Results:
Total post engagement:
(Facebook & Instagram)
45 266
Total YouTube views:
165 543
Total competition entries:
3 282
ROI (Impressions)
15.4%
ROI (Reach & Engagement)
8.72%
ROAS: Impressions
48.9
ROAS: (Reach & Engagement)
27.7
Entrant Company
Gravity Global
Video / Online Video (Single) - Business to Business
Country / Region
United Kingdom
Entrant Company
Kate Pine
Apps & Softwares - Best User Interface / Experience
Country / Region
Canada
Entrant Company
Player One Trailers
Video / Online Video (Single) - Best Use of Music
Country / Region
United States