Savanna Cider highlights the ironies of influencer marketing and invites consumers to also get ‘money for nothing’ in new promo.
These days influencers are an ubiquitous part of every marketing plan, including that of Savanna, South Africa’s most-loved cider.
Known for its crisp, witty persepective on the ironies of South African life, it now turns that perspective on itself and its dependence on a new class of celebrity – famous not for skill or artistry, but for clout and likes.
But what if influencing is an artform? A new campaign by Grey Africa and Liquid, WPP’s bespoke agency solution for Distell, proposes that it is. Kind of…Sort of…No, really.
With his tongue firmly in his cheek, Sello Maake ka-Ncube (Lion King), one of South Africa’s greatest living thespians, ‘brings the secret of the stage to your Instagram page’.
Over four episodes he deftly teaches method acting techniques to some of the country’s top influencers. And it’s hilarious.
The result is a campaign built for engagement as consumers and influencers alike will be challenged to complete the modules laid out in the Siyavanna Institute of Influence.
Each episode or module deals with a topic like Unboxing, Product Reviews and the perfect Product Selfie and calls on consumers to also get “Dollas for Dololo” (Money for Nothing) with their share of a million rand in cash and giveaways.
The films were shot and edited by director, Chloe Coetsee, of Darling Films.
Watch the first two films below.
Stay abreast of all things creative @sacreatives