E! Africa Mariah’s World Launch

The Client

What The Brand Needed

Mariah’s World, a docu-series following beloved international superstar, Mariah Carey, was set to premiere on African screens on Sunday the 11th of December 2016. Client tasked us with generating hype and creating awareness about the show, as well as about the E! channel itself, through an innovative social media campaign, which was supported by an exclusive media event and traditional PR.



Selecting the most appropriate social media channels to use as our driving force was the first challenge for the team. The goal was to make use of social media that would allow us to target our audience very specifically, while emphasising strong visual creative. Instagram and Facebook were the obvious choices.

Next, we decided to design a local celebrity influencer Instagram campaign, that we could use to further create excitement with local fans. We took this approach because of insights drawn from our research efforts that signified that localised content was the key to connecting with our audience, and what better way to share content than from fellow Mimi fans who were also influencers, including the likes of Sketchy Bongo, Aisha Baker, Sureshni Rider and Thando Thabete.

To support the series launch we ran a campaign starting mid-November to drive awareness and tune in. The campaign included digital OOH, Radio, online and social media and a screening event for press and key influencers. The press and influencer screening event ensured maximum coverage, talkability and excitement around the premiere of Mariah’s World.

The Results

What Happened

From the impressive reach achieved through our combined digital efforts (7 million) as well as high levels of engagement (1.9 million), to the results achieved through our exclusive screening event for the media (media placements in respected publications including The Citizen and DStv Premium Magazine), the campaign was a major success.

Further, feedback from client showed an 87% tune in increases as opposed to what client was expecting, proving that the activities engaged certainly boosted Mimi’s popularity amongst fans and new viewers to the show alike. These high levels of viewership remained constant throughout the first season with many fans already asking for more.

Feedback from client showed an 87% tune in increases
as opposed to what client was expecting

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