Savanna Lemon Loving – Digital Marketing Case Study

Savanna Lemon Loving – Digital Marketing Case Study


Savanna wanted to do something quirky for Valentine’s Day to increase brand infinity and encourage talkability. To kick things off, they required an integrated campaign that would generate active consumer participation. We presented the Lemon Lovin’ concept and decided to launch the majority of this campaign on Facebook – – as we had already grown an active online community. Lemon Lovin’ encompassed various aspects. Savannagrams This was the competition of the campaign, which encouraged users to nominate their loved ones to receive a Savannagram – – in the form of a personal serenade on Valentine’s Day. The Teaser Video Featured on the YouTube Channel and Lemon Lovin’ Facebook page, this video was a catalyst for campaign hype. It received over 750 views within 48 hours, making it the second-most viewed viral video in South Africa. Savanna even decided to air the spot on DStv, SABC channels, on Campus TV and at 30 stores. Lemon Love Letters This Valentine’s Day poem generator kept users actively involved in the campaign by allowing them create and send their own lines of love. “Through the Line” Support We rolled out a media drop, treating South African radio stations and prominent bloggers to Savannagrams. “You are going to serenade people for Valentine’s Day, is that correct?” “Basically, ya.” “We’re promoting a competition where people submit love messages on Facebook. On Facebook.com/SavannaCider” This resulted in 11 written posts and 30 minutes live radio airtime. Flyers, newspaper, booked media and filmed Savannagram videos also directed users back to the campaign hub on Facebook. “Let’s get it on” 4200 people visited the Lemon Lovin’ tab. 268 competition entries were received. Savanna’s Facebook and Twitter communities grew by 30% and a 130% respectively. In total, the Lemon Lovin’ campaign reached 20,626,250 people. quirk think.create.engage.optimise www.quirk.biz

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