When low-cost African airline fastjet asked for a unique way to engage a multi-cultural audience of six African countries, we knew we needed to get creative. fastjet called for a brand-building campaign that would engage a culturally diverse audience, as well as demonstrating the airline’s interest in and care for their customers.
The campaign needed to build traction for two months, culminating in a single piece of content that would represent all customers equally.
“Cleverly designed for target audience and market, taking into consideration internet access and penetration. Captured the audience love of a nation.”
We decided that the best way to represent such a large and diverse audience was to let them speak for themselves. We asked social media users across fastjet’s target audience to show us Africa through their eyes, submitting short video clips alongside the hashtag #WeFilmAfrica.
Once the campaign ended, we collated the best content and created a video wall on fastjet’s site, which showed an authentic and spontaneous glimpse of Africa and providing invaluable audience insight.
"By using data (rather than guesswork) the team got the relevance spot on. The execution is simple and the widespread UGC impressive."
Our campaign won Best Content Creation at the WireHive 100 awards this year. The campaign gained a reach of 2,404,172 across Facebook, Twitter and Instagram, as well as 59,677 likes, comments and shares and 11,000 youtube views within the first 8 weeks.
The final piece of user-generated content brought over 7000 visitors to the fastjet site in the initial campaign, and a 20% increase in social conversions compared to the previous 8 week period.