Facebook posts
The objective of this campaign was to use Valentine’s Day to highlight the V&A Waterfront’s diverse offering and to create high engagement on their owned channels ie: Sharable social content.
To achieve this, we created 5 'Valentine’s Day cards' which lived on Facebook as individual posts, and promoted a specific Valentine’s Day “date” which could be enjoyed at the V&A (eg: boat cruise and dinner, trip on the Cape Wheel, helicopter flip etc). The playful typographic style combined with the Instagram-type image treatment built on the already approachable and sharable character of the quirky headlines. This results speak for themselves: We had over 37 000 engagements with our content (Likes, Shares, Comments, Clicks on images etc) We reached a total of 116 000 unique Facebook users during the Valentine’s Day campaign. (Cummulatively 12 content pieces reached more than 320 000 users on Facebook).
This success of this project is testament to the value of well thought out marketing objectives, media plans and appealing creative all working together.
The primary push on social media was supported by a set of generic digital screens and web banners for external websites...
Generic digital screens
Generic web banners
Creative Director: Glynn Venter. | Copywriter: Eckhard Cloete. | Art Director: Michael Thomson.
