E! Africa The Search

The Client

What The Brand Needed

The Search was a reality TV show, which followed the challenging journey of eight aspiring TV presenters as they competed to show why they should become the next member of the global E! family.

As part of their on-going commitment to bring DStv subscribers more local content, The Search: E! Host South Africa gave viewers a behind the scenes look at what it takes to become a presenter on the channel. The contestants in the series were pre-selected using some set criteria of both attributes and experiences, as given by E! head office.

The series launched 1st February and consisted of 6 episodes (2x60min launch / finale, along 4x30min). The campaign was driven through owned on-air support and social support through Facebook and Instagram, bought online and social, as well as through public relations activities and affiliate support. The campaign was concluded with a big live reveal party for the winner, which was held in Johannesburg.

Insights

Research

The mission at E! is to excite and entertain the pop culture fan in all of us. The brand believes that pop culture is an essential break from the serious, dark, and stressful parts of life and the other content that dominates the rest of entertainment and news. The channel embodies the sunshine, style and easy glamour of Los Angeles and the Hollywood ending that it promises, but with a truly African feel.

E! is one of the one of the most aspirational brands in the world – the key is to stay locally relevant while maintaining global appeal.

In the week leading up to finale of The Search: E! Host South Africa, Clockwork used visually appealing video content from the show to highlight the remarkable journey of the eight contestants. Content created at the event highlighted the importance of winner’s announcement, giving the show an overall glamour boost by focusing on the sheer magnitude of the event and prize. This was achieved through social media images, videos, boomerangs and Facebook Live! posts.

To culminate the success of the entire campaign, post finale elements
were created and shared whereby Kat was profiled as the official face
of E! South Africa.

The Results

What Happened

The event was a huge success for E! Africa, reaching over 24 million people. The campaign also saw fantastic social media growth, with Facebook growing by 15% and Instagram by 12.67%. In terms of Twitter, four out of the six episodes trended, with the finale being the #1 trending hashtag for several hours on the evening. We also achieved over a million dollars in PR coverage for the campaign, securing prominent coverage in top publications including Channel24, The Star, City Press, The Citizen and DStv online.

The campaign also saw fantastic social
media growth, with Facebook growing
by 15% and Instagram by 12.67%.

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