Howzit? – South African Tourism promotes the beautiful country South Africa as a holiday destination throughout the world. Early in 2011 we won the pitch for two campaigns, aimed at different target audiences. From the start, we had the idea that besides the two campaigns, something else had to be done.
Social listening confirmed our initial thoughts. People shared a lot about their South Africa experiences, were extremely positive, but there wasn’t a central place online where it all come together. So instead of two separate campaigns, it came to be that we developed (from strategy,to concept, to design, to code) the community “MijnZuidafrika”. In order to promote the community we identified and matched influencers from a broad range of topics, varying from the general travelblogger to South African wine specialists. Beside a role in campaigns, influencers were also invited exclusively to join the community as its first members.
We noticed a dramatic increase in positive conversations around South Africa and the topics they wished to claim like 'adventure', 'wine' and 'safari'. The community saw a swift growth with thousands of members joining in the first months, without any paid media.
July 11, 2011