Launch Campaign
Huletts' South Africa
Campaign Strategy | Campaign Rollout | Art Direction
The Challenge
Build trust in the platform’s effectiveness while driving both awareness and measurable sign-ups.
The Approach
Launch with broad awareness to establish credibility, then optimise towards conversion once sufficient reach was achieved. Leverage trusted partner brands and influencer content to strengthen messaging and performance.
What We Did
Launched the campaign across Meta, YouTube, TikTok, and D6 Communicator
Leveraged partner CRM channels through Lifebuoy and Domestos emailers and social pages
Shifted media objectives from Reach and Frequency to Web Clicks to drive conversions
Optimised creative by surfacing the R50,000 prize in the first three seconds
Ran A/B testing across multiple influencer creatives to identify top performers
Refreshed creative regularly to maintain performance
Results
44 million impressions
2.8 million engagements
284,000 link clicks
6,500 sign-ups against a goal of 1,000