Sibebe
Premium Lager
- Category Brand Strategy
- Client Sibebe
- Start Date 23 January 2022
- Handover 05 March 2023
Challenge: Brand introduction & execution through their nationwide campaign “Sibebe Is Calling For Arts”
Sibebe premium lager, the pride of Eswatini, aimed to support the art industry through a nationwide campaign, “Sibebe Is Calling For Arts,” over four months. The objective was to unlock local talent, providing a platform for showcasing skills, creativity, and potential. The audience voted for their favorites, with DJ Supa CDQ and media personality King Jayse emerging as Campaign Ambassadors.
Solution: Utilizing digital and traditional media to celebrate the arts industry
OMG’s strategy combined digital and traditional marketing to ensure optimal exposure and engagement for the campaign.
- +Social Media Marketing
- +Social Media Content Production
- +Marketing Campaign & Launch Strategy
- +Traditional Print Media Strategy
Key Initiatives:
Social Media Marketing (Retainer): We leveraged Instagram, X (then Twitter), and Facebook to showcase engaging content, encouraging participation and community engagement. This strategic approach propelled the talent search, fostering connections with aspiring artists and beer enthusiasts.
Digital Marketing Campaign: Tailored messaging and visuals were developed to resonate with local audiences, tapping into their passion for the arts and cultural pride. This extended the competition's reach locally and internationally, including Swazis living abroad.
Traditional Newspaper Articles: Complementing digital efforts, newspaper articles added credibility and extended the campaign’s reach. In-depth coverage in print and online editions drove traffic to the digital platforms hosting competition details.
The Result: Brand growth and digital presence
We reached over 480k people across three social media platforms, generating 1.1 million impressions with imagery and video content. Following this, we developed an influencer marketing campaign, facilitating collaboration between Sibebe and the brand ambassadors. Over three months, content created positioned Sibebe as a premium lager, generating countless online impressions and enhancing the beverage's perception.
For those of us who are blessed with good sight. So we seldom consider it. That’s why going off to investigate the whys and hows involved is a little like trying to get behind the wind