About Savanna:
Savanna Dry is a South African cider introduced by the Distell Group Limited in May 1996. Savanna Dry is sold in over 40 countries, and it is South Africa’s leading cider export and the third-largest cider brand in the world. Distell Group Limited is Africa’s leading producer and marketer of spirits, fine wines, ciders and ready-to-drinks. Distell employs about 5 300 people worldwide and has an annual turnover of R17,7 billion.
Objective:
We craft distinctive alcoholic beverage brands, enhance memorable moments and inspire responsible enjoyment. The value we create enriches the lives of our people, shareholders and the communities within which we live and work.
Motivation:
Our story begins way back in the day when cans were all the rage and the ciders sweet (or as we like to call it the bad old days)…
Then… In 1996 a refreshing all-natural dry cider hit the scene in South Africa and immediately established itself with its distinctively dry taste as its trademark. Ours was the first cider in South Africa to be packaged in glass and while the rest have since caught up, compared to other ciders, our bottle has a very unique “dumpy” shape. While it may be short, it has a lot of bottle.
A witty one-liner, a quirky little bottle and a superbly satisfying taste – everything about Savanna makes you smile. Savanna. It’s dry. But you can drink it.
Challenges:
Savanna wanted to do something quirky to celebrate Valentine’s Day. Quirk helped them to craft an integrated campaign that got people involved and kept them talking through the dry humour they’d come to know and love from Savanna.
Strategies used:
Digital Marketing Strategy:
To kick things off, they required an integrated campaign that would generate active consumer participation.
The brand presented the Lemon Lovin’ concept and decided to launch the majority of this campaign on Facebook – – as they had already grown an active online community.
Lemon Lovin’ encompassed various aspects.
The ‘Savannagrams’ became the competition of the campaign, which encouraged users to nominate their loved ones to receive a Savannagram – – in the form of a personal serenade on Valentine’s Day.
A teaser video featured on the YouTube Channel and Lemon Lovin’ Facebook page, this video was a catalyst for campaign hype. It received over 750 views within 48 hours, making it the second-most viewed viral video in South Africa.
To mark Valentine’s Day, Savanna Beer turned to Facebook to let fans hire ‘Savanagram’ personal messages for their loved ones. The campaign grew the beer brands social media base and reached over 20 million people.
Online and Newspaper advertising used QR codes to direct consumers back to the “Lemon Lovin” pages on Savanna’s online forums.
Direct Marketing & Advertising Strategy:
Savanna even decided to air the spot on DStv, SABC channels, on Campus TV and at 30 stores.
In addition, a ‘Lemon Love Letters’ Valentine’s Day poem generator kept users actively involved in the campaign by allowing them create and send their own lines of love.
The brand rolled out a media drop, treating South African radio stations and prominent bloggers to Savannagrams. This resulted in 11 written posts and 30 minutes live radio airtime.Flyers, newspaper, booked media
Results:
- 4200 people visited the Lemon Lovin’ tab.
- 268 competition entries were received.
- Savanna’s Facebook and Twitter communities grew by 30% and a 130% respectively.
- In total, the Lemon Lovin’ campaign reached 20,626,250 people.
Case study summary:
- Facebook-centred campaign encourages fans to enter completion to win ‘Savanagram’ personal serenade
- A personal poem generator increased engagement
- In total, the Lemon Lovin’ campaign reached 20,626,250 people
- The objective of this campaign was to increase brand infinity and traction throughout earned media by encouraging active participation and talk ability.
Image Credits: Savanna
