PIVOTING AROUND THE ALCOHOL BAN DURING A TIME OF TIGHTER RESTRICTIONS
Having clients in the alcoholic beverage category means we were greatly affected by the lockdown restrictions that came with the pandemic. This forced us to look for solutions and opportunities that would allow us to engage with consumers in their homes, to build and maintain long-term affinity and engagement while ensuring that our brands remain top of mind to them. Global advertising investment in this category was particularly expected to increase by 6.5% from 2019, instead we witnessed a decline of 8.8% due to COVID-19 developments.
With a great number of consumers at home, it only made sense that we come up with effective, creative and innovative ways to educate, entertain and engage them at home. These are some of the approaches, current PR trends and insights, that we used to build strategies and create value around restrictions brought about by the pandemic:
Digital and social media experiences, live streaming and influencer investment
E-commerce redirects point of purchase and transforms the experience in which consumers interact with online shopping. Brands have adapted to building exhilarating digital hubs where consumers can learn about and immerse themselves in the brand and its accelerated offerings while boosting engagement.
Live streaming interactions on social media also increased, with brands looking to provide more at-home-entertainment experiences. Martell offered Self-care Sundays, Cocktails in the Crib and Cognac 101 Instagram series that entertained, educated and raised brand awareness. G.H. Mumm Brand Ambassador, Marie Silvestre, held live conversations with some of South Africa’s media personalities, creatives and chefs – talking all things G.H. Mumm and champagne.
As our Content Marketing division shifted focus and upweighted influencer investment for a more tailored community; our content creation was at the helm of promoting responsible drinking, brand education, at home experiences and memorable culinary occasions. Messaging and content were adjusted to be both purposeful and meaningful in relaying vital information that offers support to communities as well as engages and entertains through ownable experiences.
Relevance through digital engagement
While the ban on alcohol has become more lenient, insights have led us to a more sustainable digital and social modality that is dedicated to building and maintaining brand communities while ensuring that the category remains relevant.
CREATING AND MAINTAINING BRAND CONSUMER VALUES
Localisation of brands has become the point of departure informing our approach to the business and media landscape, to cultural backgrounds, the socio-economic climate and the reality of operating in African markets. This empowers us to create a targeted customer experience that is relevant and resonates within the consumer’s local context.
Using brands to connect with customers
In a live conversation with the African Management Institute our Managing Director, Rorisang Setlogelo, gave her perspective on how she uses her brand story to reach consumers: “For us at Roth Media it’s about creating value. Caring about the community in which we operate whilst catering an offering that provides solutions to help people connect, develop and learn”, she says.
“You have to distil your story to what is culturally relevant … and look to transcend trends,” she expands; “A good brand story is one that is authentic and novel.”
However, in an economy that prioritizes a consumer-first approach, the question remains; how do you stay true and authentic to your brand while still serving your customer and community?
ROTH MEDIA CELEBRATES HERITAGE DAY
The Roth Media team united in their diversity to celebrate the wealth of culture that makes up our nation. With various races, traditions, even customs and beliefs represented, we gathered to celebrate Heritage Day.
As an African communications agency, it was important that we celebrate ourselves and the backgrounds and roots we come from. Our core purpose, which is to distill innovations that shape African communications on the world stage, also means understanding and working endlessly towards speaking to and taking pride in telling the story of Africa and what makes this continent unique.
Watch the Roth Team talk Heritage Day here:
As part of the day’s festivities, we enjoyed a heritage inspired platter with some of South Africa’s favourite snacks, celebrated to soundtracks of South African legendary music, which are a pivotal part of our culture and reflected on nostalgic memories that we’ve built with our families.
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MEET ROTH MEDIA’S ADOPTED HOME
The Thandanani House of Refuge is a home dedicated to protecting children from physical and substance abuse, neglect and abandonment. Each child is cared for, nurtured, taken through school and skilled for a fruitful future. As Roth Media we wanted to ensure that we too can be a part of building and instilling confidence in these minors while creating a comfortable, empowering and enabling environment for them.
We encourage our clients and extended Roth Media family to join us in gifting food, books, clothes or a sponsored day out for the children at Thandanani.
Our desire and determination is to add value to young lives and contribute meaningfully to the facilitators who dedicate their time to running the home.