Portfolio
Global Citizen is a movement of engaged citizens who are using their collective voice to end extreme poverty by 2030. On its platform, users learn about the systemic causes of extreme poverty, take action on those issues, and earn rewards for their actions — as part of a global community committed to lasting change.
In 2018 they launched their first major campaign in South Africa to honour Nelson Mandela's centenary, and closed it off with a live broadcast festival featuring a host of public figures, performing artists, and heads of state. Among the notable acts and speakers in the line up included Pharrell Williams, Trevor Noah, Oprah Winfrey, and His Excellency, President Cyril Ramaphosa. The mandate for this project was to execute the entire social media strategy, and branded content for corporate partners which included; The Motsepe Foundation, HP, Vodacom, Coca-Cola Africa, Tsogo Sun, Nedbank, Uber, and several others.
The main deliverables for this project included; content for various social media channels, and email - running paid media campaigns on all branded content - creating digital engagement actions for public participation - editing editorial content pieces for tone, voice, and regional variations suitable for social media - coordinating and organising visual and multimedia assets for publication and archiving - sourcing and managing freelancers, monitoring and executing the “social media run of show” during the day of the festival, and post campaign reporting. Final results for all branded content amounted to; 3.1 million impressions, 112,000 video views, 38,000 social media engagements, and 325,000 digital engagement actions. Additional achievements include hosting screenings of Global Citizen's 'Louder Together' documentary for corporate partners to teach them about the organisations mission, and selling $50,000 worth of Twitter amplify programmatic media placements for the festivals livestream broadcast.
Global Citizen Festival: #Mandela100 set a historic stage for donor countries and for African countries standing up for Mandela's hope for the future, making sure that Africa was standing up and getting its voice heard. #Mandela100 raised $7,248,459,840 which is set to affect the lives of 121,540,775 people. Forty-four commitments worth $3,672,940,521 resulted from Global Citizen’s campaigning and the direct actions of Global Citizens. The remaining $3,575,519,319 of commitments was made by corporate partners on the Global Citizen platform, including the festival stage, Global Citizen-hosted events, or digital channels.
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Global Citizen Festival: #Mandela100
civic engagement actions + branded content: Coca-Cola Africa
civic engagement actions + branded content: Vodacom
civic engagement actions + branded content: Nedbank
civic engagement actions + branded content: Coca-Cola Africa
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content management + layout design
content management + layout design + narrative literary journalism + editing + proofreading
content management + layout design
content management + layout design
Ministry of Tomorrow: MOT Mag
Ministry of Tomorrow is a Los Angeles based eco-fashion house that was conceived out of a vision to use fashion as a medium to tackle various social issues and injustices. In the build-up to the launch of their new luxury vegan bag collection they sought to launch a new digital publication to help create a community that shared their brand's values of compassion and higher consciousness. MOT Mag is a radical vegan lifestyle magazine published on a bi-annual basis with topical categories that cover Fashion & Design, Food, Cultural issues, Spirituality, and World Music. As part of the strategy to raise awareness around the Ministry of Tomorrow brand, MOT Mag was created to serve as an audience building vehicle used for engaging potential customers with insightful lifestyle information that relates to its higher purpose and mission. The bulk of the work required for this project included narrative conception for each issue of the magazine, building a team of freelance writers, identifying relevant influencers to promote specific stories, interviewing relevant public figures, writing, copy editing, proofreading, website layout & content management, promoting the stories on social media, managing pay per click advertising campaigns, and producing branded content. The inaugural issue was well received and featured in leading mainstream publications including Elle UK, the Los Angeles Times, and WWD. Learn more about the project at www.motmag.com.
Featured press:
Thebe Investment Management: Nkwashi
Thebe Investment Management: Nkwashi
Thebe Investment Management is a leading investment firm based in Lusaka, Zambia and are the proud developers of 'Nkwashi'; the largest mixed-use property development in the country. The mandate for this project was to build Nkwashi's brand equity, grow its audience and drive sales. As part of the growth strategy we created a new website for the project which included an editorial news page and a back-end CRM for storing newly generated leads. We also shot a number of promotional video ads for social media campaigns, and conceptualized a new video talk show about the property market in Zambia in order to keep our audience engaged. Most importantly, we helped establish the firms first corporate social investment programme in partnership with Habitat for Humanity to raise funds from Nkwashi's client base to assist with building new homes for Zambians without any means to do so for themselves. Additional accomplishments include helping the firm establish a presence in South Africa and increasing its client base beyond Zambian borders. All communications and content were initially published on the website news page and then distributed externally via social and traditional channels. Throughout the year Nkwashi's Facebook following increased from circa 9,000 to just over 22,000 all while simultaneously growing their CRM by over 3000 leads which we generated through various social media campaigns that boosted sales both domestically and outside of Zambia. Over +500,000 video views, +3000 new monthly website visitors, and 5000 newsletter subscribers were generated over the year. Through the use of multiple integrated digital channels, we were able to deliver highly targeted content that proved to be more effective in generating new customers than traditional media. To learn more about Nkwashi visit www.nkwashi.com or www.thebe-im.com
content strategy + media production
content strategy + media production
social media support + content creation
content strategy + media production