NATIVE gets young South African men networking through whisky brand partnership

One of South Africa’s leading integrated digital marketing agencies, NATIVE, is assisting in an engaging online social media and content presence campaign for whisky producer Chivas Regal in the country.

The main aim of the campaign and content is to encourage South African men to network.

Ben Wagner, Head of NATIVE Cape Town and Chief Marketing Warrior, said: “While globally the Chivas Regal tagline is ‘Live with Chivalry’, locally, the brand chose to align itself with leadership. Using social media as the enabler, we wanted Chivas Regal to become the place to get connected; the go-to-place for South African men to become the thought leaders of tomorrow,”

The campaign is targeted at mainly “young, educated men, aged between 25 and 35 years”.

Wagner added: “Working with some of the most unique and insightful content creators in the country such as Carlos Amato, Andy Davis, Hagen Engler and Siho Hlongwane, we enabled Brotherhood members to take part in interesting conversations, to be more culturally aware, form knowledgeable opinions on topical issues – and ultimately, become future leaders,”

NATIVE state that since they launched the Chivas Regal Brotherhood Facebook and email marketing campaign, they have seen engagement with the brand up by 20%, with the Facebook fan base growing to 21 556 – almost doubling in four months.

The campaign started in August 2012 and will run through to July 2013.

Posted in: Social Media

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