Approach
To achieve the desired ROI, FTB included a traditional, social and influencer angle to the awareness campaign. FTB created and shared the announcement press release with local, events-focussed, community media as well as event listing sites with social event calendars. To amplify the message and gain traction on social media, an influencer campaign with a competition was created. This was supported with a detailed media script and visuals for them to share.
Results
Total exposure value received including print, broadcast and
digital media over 46 days (5 July – 19 August):
R330 416 (R7 183 exposure value per day).
Twitter reach received over 24 days (15 July – 7
August): 392 142 (16, 339 people reached per day).
Facebook reach over 23 days (5 July – 6 August):
455, 908 (19, 822 people reached per day).
Total social media reach for Stellenbosch Fine
Wine and Food Festival: 848,050 people reached
over 33 days (25 699 people reached per day).
