At the close of 2019, marketing agency HaveYouHeard won the integrated account for the Campari Africa business in a four-way creative pitch.
Having spent the first quarter of 2020 developing the approved multi-channel campaign, the team were ready to launch in early April. Then Covid-19 struck.
With audiences in key markets locked down and prevented from enjoying a Campari Beer at their favourite establishments, the client and agency had to rapidly reimagine their whole year’s programme while still delivering on the same strategy and objective of appealing to a more relevant, youthful drinker.
To provide this target audience with opportunities and to inspire their creativity, the agency’s response was to activate three key projects; a branded social media campaign focusing on Campari Beer, an influencer campaign featuring African artists and work, which was commissioned and inspired by the brand, and, finally, a livestream talk show hosted by the brand’s ambassador, Nigerian AfroBeat superstar 2Baba Idibia, that was supported by an extensive paid media programme.
“Utilising a talk show format that was livestreamed, we developed a programme called Senator Sessions
,” said HaveYouHeard’s executive creative director, Dan Berkowitz. “During each episode, hosted on the Campari Facebook page, 2Baba interviewed an up-and-coming Nigerian star exposing them to both the brand’s audience and his own considerable social media following while delivering on the brands ambition to unearth and elevate a new generation of talent.”
The combined impact of these campaigns has been extremely positive, achieving over 2,5 million impressions with reach of more than 1,3 million and over 230,000 engagements across all platforms. At least 119,000 of those views came from 2Baba’s platforms alone and proving the media worth of a carefully selected macro-influencer.