Steers had just launched its exciting meal promotion, the Phanda Burger Meal, and needed to creatively build awareness around the promotion in an impactful way that would resonate with its 18 – 24 year old Hustler-Entrepreneur target market. The campaign would redefine what the term “Phandapreneur” meant in a modern youth context.
To create awareness, Fresh AF came up with the Steers “Hit a Lick”, an online content series which identified and challenged 3 entrepreneurs relevant in the local fashion, food and street culture space to grow R5000 in 24 hours. The selected Phandapreneurs were Macc Gee, a clothing stylist and fashionista, Luyanda Mafanya, a well-renowned young female chef, and Uncle Vinny, an events MC and young urban street culture connoisseur.
The journey of each individual was video-documented and packaged into a 3-part YouTube series that lived on the Zkhiphani YouTube page. The campaign launched with a social media drive asking consumers how they’d grow R5000, consumers needed to post their answers using the #Steers #Phandapreneurs hashtags, which resulted in the campaign trending on Twitter on the first day of its launch. The consumer with the best idea was selected and presented with a R5000 cash prize.
The second phase of the campaign was the launch of the series. The video content was syndicated across Steers’ digital owned platforms and partner digital publishers that appealed to the target audience with Zkhiphani as the lead publisher. Selected social media influencers were used to amplify the video content and campaign.
The campaign delivered an astonishing 21.3 million impressions, which was way more than the client anticipated and it not only created awareness and talkability around the Phanda Meal on digital, but also drove relatability for the Steers brand amongst its 18 – 24 year old Afro-millenials, thanks to Fresh AF’s amazing idea.