Case Studies
Digital
A Dive into Our Digital Triumphs
Case Studies in Excellence
The client struck upon the idea of hosting a developmental art show in his underutilised wedding venue. He brought the raw idea of showcasing hidden art talent in idyllic surroundings, to O’Brian Digital for help in implementing it.
During the strategy discussions with the client, O’Brian Digital noted that the target persona was a Gauteng cosmopolite, a dabbler and an art lover themselves, who followed a particular lifestyle, was open-minded and liked to explore new artisanal products and experiences.
First off, the agency created a fresh and colourful brand identity for the inaugural Art Fair. This comprised a name L’ARTmosphere, which was a play on the name of the venue L’Atmosphere. Visually the brand was represented by a logo that was evocative of an artist’s tools, with the slogan “Unlocking hidden talent” completing the identity.
O’Brian Digital then created three digital assets to act as the Art Fair’s “shop window:” a website, a Facebook page and Twitter account.
Spots in a community radio station and a street poster campaign on major arterial routes in Northern Johannesburg and Pretoria formed the backbone of the multichannel communication campaign, supported by social media in the form of Facebook and Twitter banner ads.
The integrated Digital campaign showed a higher than normal ROI for similar and new initiatives generating high levels of traffic to the Art Fair’s website, and in providing salutary lessons for future iterations of the event.
• Target audience saw ads at least 3 times.
• Over 20,000 pages of the BEDIA website were viewed by an estimated 10,000 visitors.
• A total of more than 7 000 enquiries per month were generated over the period of the campaign.
• With over 50% of the enquiries being from Europe, Asia, the US and the UK.
• At least 5 enquiries were converted into actual investment opportunities in Botswana.
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The annual investment conference boasted multiple stakeholders, comprising several government departments and implementing agencies, as well as the private sector. Whilst all the departments provided specific content for the event, it was important that the country spoke in one coherent voice.
O’Brian Digital was brought into the project to help manage content for the conference. Drawing from information provided by various governmental stakeholders, the agency created a coherent campaign, giving credence to the event slogan “SA is open for investment.”
The campaign anticipated the needs of the conference visitor and potential investor, pre-emptively answering some foundational questions about the country, and highlighting its competitive strengths as an investment destination.
O’Brian Digital rolled out the promotional content on the stakeholder departments’ websites, Facebook pages and Twitter accounts, ensuring that the content remained engaging and consistent across all platforms. The package included the conference programme and a short YouTube clip that counted down the days to the start of the conference, providing the requisite call-to-action to the target stakeholders.
• Target audience saw ads at least 3 times.
• Over 20,000 pages of the BEDIA website were viewed by an estimated 10,000 visitors.
• A total of more than 7 000 enquiries per month were generated over the period of the campaign.
• With over 50% of the enquiries being from Europe, Asia, the US and the UK.
• At least 5 enquiries were converted into actual investment opportunities in Botswana.
Lorem ipsum dolor sit amet, consectetur adipisicing elit. Autem laudantium in adipisci ipsa optio quas id excepturi non, eos cupiditate, necessitatibus sapiente illo error. Vero adipisci quidem aut itaque labore.
Brand South Africa is the official custodian of South Africa’s nation brand. In the pre-COVID-19 days, Brand SA conducted regional face-to-face workshops with public and private sector stakeholders involved in destination marketing, to ensure brand coherence, alignment and synergies across the country. When the COVID-19 pandemic put a stop to all face-to-face activities, Brand South Africa asked O’Brian Digital to make the workshop presentation available online.
Concerned about the lack of interactivity in the online presentation, O’Brian Digital sought ways to enliven it. Using Design Thinking principles, the company first learnt about the needs of the stakeholders for whom the class was to be designed (empathising). Then, leveraging, O’Brian’s deep experience with destination marketing, the company was able to define the challenge other destination marketing stakeholders needed to overcome: how to frame and locate their own (provincial, local, private and public-sector) assets within the context of the larger South African brand (definition). O’Brian Digital then came up with the idea of creating an online masterclass (ideation); studied the hallmarks of great online masterclasses, and created an animated, visually-rich online presentation (prototype). Further iterations (testing) resulted in a much-lauded masterclass that informs, orients and empowers stakeholders to market their assets on the foundation of the South African Nation Brand.
• Target audience saw ads at least 3 times.
• Over 20,000 pages of the BEDIA website were viewed by an estimated 10,000 visitors.
• A total of more than 7 000 enquiries per month were generated over the period of the campaign.
• With over 50% of the enquiries being from Europe, Asia, the US and the UK.
• At least 5 enquiries were converted into actual investment opportunities in Botswana.
Lorem ipsum dolor sit amet, consectetur adipisicing elit. Autem laudantium in adipisci ipsa optio quas id excepturi non, eos cupiditate, necessitatibus sapiente illo error. Vero adipisci quidem aut itaque labore.