Debonairs Awesome Foursome Case Study
BudX Ultra #kingofthedecks Case Study

Steers ‘Hit A lick’ Case Study

July 2020

The Brief

STEERS needed to creatively build awareness around the ‘Phanda Burger Meal’ an offering targeted at ‘Hustlers/ entrepreneurs in an impactful way that resonates with 18-24.

The Concept

FRESH AF came up with STEERS ‘Hit A Lick’, an online content series which identified and challenged 3 entrepreneurs with relevance in the local fashion, food and Street culture space to grow R 5 000 in 24 Hours. The concept was created / designed to not only land but redefining what the term ‘phandpreneur’ means in a modern youth context.

Online Drive

Use Zkhiphani as lead publisher and platform to host the video content series on the Zkhiphani YouTube channel. The awareness drive was supported by the ‘phandpreneurs’ / influencers which were Macgee a clothing stylist and fashionista, Luyanda Mafanya, a well renowned young female Chef and Uncle Vinny an events MC and young urban street culture connoisseur. The talkability was also supported by on the ground Twitter influencers which formed a part of the campaigns channels of influence.

Desired Results

The campaign delivered 21 335 514 Impressions which was way more then client anticipated not only creating awareness and talkability around the Phanda Meal on digital but driving more relatability for the STEERS brand amongst18- 24 afro-millennials.