#Ola Seasons

For the summer 20/21 season, OLA harnessed the power of social media influencers to launch a multichannel campaign. This effort drove audience engagement to five times the industry standard, ultimately boosting sales by 11%.

The Challenge

The uplifting message #ChooseJoy was the heart of this campaign, which encouraged audiences to step out of their day-to-day lives and enjoy spontaneous moments of joy. Twenty-four influencers were surprised with #ChooseJoy drops of OLA cool bags filled with the range of ice-creams. These assisted them to create social content that migrated audiences and drove ongoing engagement over the campaign period.

Over the course of the campaign the #OlaChooseJoy influencers generated 2.7 million impressions at a CPM lower than industry average, leading to a total of nearly 2k clicks and tripling the number of followers. Competitions, quizzes, puzzles and bold, entertaining branded content assured audience retention.

Three campaign narratives – Break the Boredom, Beat the Heat and Spontaneity – grabbed audiences at key moments in their day to capture interest during scrolling. Bright visuals and entertaining content served fun ways to engage and lighten the mood. The campaign reinforced the joy of small luxuries and invited audiences to share joyful moments.

The Results

Key campaign goals included driving seasonal sales and increasing brand visibility and desirability. Over the course of the campaign, OLA saw month-on-month sales increases at 110% with Bottles, and recorded an 11% sales lift. The high engagement rate on social media was achieved at a CPE of just R0.55. The total CPM, too, was lower than industry standard for the 2.7mil impressions across all platforms. OLA’s brand penetration, engaged following and seasonal sales showed favourable results across the board.