CATEGORY: Digital & Social Media campaign
SERVICES: Strategy Creation, Graphic Design, Production, UI/UX Design, Social Media
01. The Challenge
SA Mint is South Africa’s high-quality crafted collectible and premium investment coins producer. This dominating brand has 120 years of experience in producing coins and coin products, successfully establishing itself as the continent’s leading manufacturer of legal tender circulation, bullion, as well as commemorative and rare, collectible coins.
The collectible coins market was experiencing a downturn in interest and in sales too. SA Mint approached us to assist with engaging the youth market, by sparking interest among the born frees in South Africa, in collecting special collectible coins. We were tasked with building brand awareness and in turn, increasing sales.
02. The Approach
A new range of collectible coins celebrating our 25-year democracy were in circulation – with a limited print amount. We crafted a through-the-line strategy, and this approach was taken to market. The concept celebrating the huge milestone of a 25-year democracy, strategically had a strong social and digital focus. The campaign was further supported by on-the-ground activations and PR.
03. The Results
- SA Mint saw an increase of 82% in their social audience.
- The campaign resulted in R1 million from in-mall activation sales.
- SA Mint recorded a 52% increase in positive sentiment from their audience.
- The campaign generated R44 million in PR value.
- The SA Mint website saw a 35% increase in traffic.
