Yoco’s marketing campaigns have traditionally been B2B and focussed on telling their merchants stories through video, social media and research-based content. For the first time, they wanted to reach out to general consumers and encourage them to do their festive season shopping at small businesses across the country.
Our Solve? Spend the money on your merchant. And we did. We shopped up a storm across the country. At small businesses. Yoco merchants. And built an instagram store @YocoShopTheStreets. A showcase of some of the wonderful small businesses who need a boost. But that’s not all. Consumers could win the merchandise or vouchers daily. Because doing good is good for business.
We wrote a manifesto that resonated deeply with the media, securing key coverage that drove people to the shop, and opened wider conversations about small business and the knock-on effects in the economy. We also deliberately broke the campaign before Black Friday so that we could become a conscious voice in the midst of the consumerism and remind the public of the value of small business. Media used this ring and yang angle during interviews and really pushed the message of #ShopTheStreets. As the campaign went on we also brought some merchants in front media.
unique campaign landing page visits from shoppers and small business owners.
small businesses signed uo to the campaign.
combined social media reach +
views of lead video (digital.)
PR Ave with 5x Print, 10x Online + 7x Broadcast pick-ups.
Why did this matter?
Because amid Black Friday we reminded South Africa of the importance of small businesses, and we created an Insta shop that is evergreen – it can be re-opened at any time. We put our money where our mouth is and spent a significant chunk of the marketing budget on Yoco’s most important client – their merchants.