Knights Whisky’s ‘Authentic’ campaign went digital on 1 November with an extended version of the 30″ TVC which aired earlier this year. Picking up on consumers’ TV-tweeting habits, and capitalising on the rise of the “dual screen” viewer, a full social media strategy followed soon after with the hashtag #FollowYourself. The result has been soar in online interaction, making a great case study for how channels no longer exist in isolation.
The concept behind the campaign is simple: as an authentic, one-of-a-kind whisky, Knights, wanted to personify itself in the form of a real, authentic, one-of-a-kind individual, who could be the face and voice of the brand. Loyiso Mkize was an easy choice, because he’s creative, a fantastically talented artist, and most importantly, true to his roots.
The Knights Whisky TVC and online ad put Loyiso in the spotlight, giving him the chance to introduce himself to the world in which he’ll soon be a prominent player, with the catchphrase, “My name is Loyiso Mkize, you don’t know me yet”. Now, combined with the online campaign, his story is quickly synonymous with the brand, and the story of every young aspirational South African. Viewers began applying the same inspirational message to themselves, using #FollowYourself on Twitter to introduce themselves. (Check out the Tweets here).
“In an industry currently jaded by tech-driven campaigns and sales directed to a disenfranchised consumer, we knew that we’d been given a fantastic opportunity to make a change when we received a brief for Knights Whisky”, says Michelle Geere, Digital Director at OFyt. “We came up with an ad that connected with our target market on an emotional level, while inspiring an organic migration to Twitter; creating a campaign that asked questions on one channel, and prompted answers on another. As the ad is so personable in its tone and message, we knew we needed to keep the social media handling just as conversational. Our social media team was available during the flight time of the ads, to make sure that each interaction with either the brand or the #FollowYourself was instantly recognised and responded to. This constant online presence resulted in 12 000 Youtube views in 12 days, and over 150 followers on Twitter in just over a week, without any additional online media support.”
Agency – OFyt
Creative Director – Jono Shubitz
Copywriter – Kelly-Paige Howell
Digital designer – Mnoneleli Mbabala
Digital creative director – Jamie Meyer
Producer – Alexis Roberts
Digital producer – Caitlin Leih
Digital lead – Michelle Geere