The "Don't Get Swindled" campaign was the most successful Checkers Sixty60 digital marketing campaign, and its most 'viral' campaign, ever. 

View the case study here

Our campaign was a branded content, news hijacking tactic - supported by traditional and digital PR methods - which Hot102.7 suggested: 'Checkers Sixty60 totally on the money... released a spoof on The Tinder Swindler, very clever'. 

This campaign is the most successful PR campaign to date, as it generated more than 5-million views, achieved over R2.5-million in free editorial coverage, increased traffic into the app and positively impacted sales. 

Statement of the Problem:

Despite being the number one grocery delivery app in SA, the Sixty60 app is constantly being challenged by its competitors (Woolworths Dash, Pick n Pay ASAP, and more recently, Spar) with their forays into the on-demand grocery delivery market. 

However, first-mover advantage exists for Checkers Sixty60, and South Africa's online food delivery industry is set to be worth R17.6b by 2023, according to Reuters. 

We required a creative solve to: 

• Reinforce the message Sixty60 is the number one on-demand grocery delivery app. 
• Occupy a leadership position as an agile, relevant brand in the new world.

Insights:

Research led our creative approach: 

Video streaming content consumption is at an all time high, based on social media penetration, and the increase in streaming service engagement. According to finder.com Netflix is the dominant streaming platform for (57.81 per cent) 25-34-year-olds, and 35-44 year olds (60.18 per cent); it also favours a female skew 

The Tinder Swindler is a globally topical, social media, water- cooler moment 

Leverage Tik Tok for maximum organic reach opportunities, and to stand out from the competitive clutter (no direct competitors are using the platform effectively) 

Objectives:

• 800,000 organic views
• 10 million reach
• 10 tier one pieces of earned media coverage
• Achieve a high impact, shareable piece of content

Planning:

1. Viral social: TikTok has become the defacto platform for 'viral' content amplififcation
2. Actor-influencer and Simon Leviev lookalike GlenBiderman-Pam is one of SA's most talented character actors. With more than 50k followers on Twitter and Instagram, Biederman-Pam was used as a vehicle  

Execution:

The Tease then seed rule applied. We leveraged the "Don't get Swindled' Sixty60 mission messaging and posted it to Mike Sharman (CCO of Retroviral) social media accounts. These posts generated more than 105k unique views and proved there was a critical mass awareness of The Tinder Swindler subject matter in our market. 

Within 12 hours we pitched the idea that we should extend this concept into a branded video content piece. We prepared a first draft script, Glen Biederman-Pam was the perfect Simon Leviev lookalike, and we had a nimnle fim crew and editor on standby to execute the public service announcement the public was looking for (according to Google Trends). 

Less than 12 hours later "Simon Leviev speaks out against his enemies" was posted simultaneously on all major social networks, including our viral play through TikTok. 

Results:

• From concept to viral in less than 24 hours
• 20Million South Africans reached 
• 5million views
• 20+ Tier One pieces of earned media coverage