A super cool South African dance battle hosted by Gwen van Poorten, known from BNNVARA’s Spuiten en Slikken. That should attract some interesting media, right? The challenge however, were the time and location of the event. On a Saturday. In Zaandam. On very short notice. Not the most ideal circumstances for most media relations. Our customer South African Tourism obviously wanted to generate as much publicity as possible. In close collaboration with their social media agency The Social Club we took on the challenge.
Prior to the dance battle we organized a dinner, and advised South African Tourism to invite influencers for this. They immediately provide exposure via their social media channels to a large target group. We made an accurate selection: which influencer fits the communication objectives of South African Tourism best?
We then thought about how we could fully immerse the guests in South African culture. How could we do this better than with a special journey to the location of the dance battle? We picked up the influencers in Amsterdam and brought them to Zaandam, on a boat decorated in South African style. Along the way, we treated them to a truly South African dinner, which means sosaties, koedoe and potjiekos. With matching South African wines of course. Oh, and did we mention our very own South African DJ? The only thing we couldn’t restyle was the view of Dutch cows instead of the Big Five.
Entirely in a South African mood, the influencers were the perfect audience for the dance battle. That same evening we saw the first results and also afterwards South African Tourism received a lot of attention and coverage. Manify wrote about the country, Dear Good Morning organized a dance challenge and 2aroundtheglobe, Wildandboho and DailyRebel posted Instagram posts and stories. Missie suksesvol!