Clover #KrushGoodness wins Gold at the 2018 Assegai Awards
On 8 November 2018, Clover Krush and their digital agency, Amok Digital, took home Gold in the Most Effective Use of Content category at the Assegai Awards 2018 for the Clover Krush Goodness Campaign. The awards ceremony was held at the Inanda Club in Sandton, Johannesburg and the award was presented to Miralda de Waal, Managing Director and Emile Prinsloo, Creative Director from Amok Digital.
The Assegai Awards acknowledges and awards those whose integrated marketing campaigns deliver exceptional results. The award-winning 360 ⁰ campaign ran throughout January until March 2018, during which time a total of 10 000 pairs of new shoes were handed out to students at 12 schools identified by the Department of Education across 5 provinces.
In support of the TVC and BTL activations Clover Krush wanted to drive strong campaign support on social media to raise awareness, build and reinforce “Spreading Goodness” as the campaign positioning. The content focus was minimal content with maximum impact. The brand produced 7 story telling videos and relied on influencer posts to help drive awareness. This was achieved through a series of 1-minute videos that highlighted the school visits, these videos were then posted to the Clover Krush social media platforms.
The award-winning content not only brought the CTA to life through providing goodness to underprivileged primary schools, it also grew brand love through associating the brand with positive sentiment in disadvantaged communities.
The social media campaign was strengthened with the help of 10 of South Africa’s most loved personalities, who joined the crusade to ignite a culture of goodness in our country and get the word out on spreading goodness.
Following the success of the 2018 Krush Goodness campaign, it has been decided to continue spreading the goodness. In 2019 20 000 pairs of school shoes are going to be distributed across the country – play your part and nominate a school. Find out more about #KrushGoodness by following the Clover Krush social media pages.