Vega Awards Gold Winner Winner

2023

#CelebrateJoy

Entrant Company

Magnetic Creative

Category

Digital Marketing (Campaign) - New Category (Digital Marketing)

Client's Name

Amajoya

Country / Region

South Africa

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

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