Campaign Case Study
JEFF's BIG 25-Hour Workout
JEFF's Big 25-Hour Workout was held in January 2021, where JEFF, in partnership with Big Concerts, adidas and Discovery Vitality raised over R350 000 (±£15 000 / ±$13 400) for Gift of the Givers, a non-profit organisation. At the time of the event, Gift of the Givers' focused on helping frontline healthcare workers battling the Covid-19 pandemic. As an official media partner, Primedia Broadcasting drove awareness and participation, broadcasting across radio stations in South Africa.
Everyone was invited to register for free and commit to joining the workout, whether for 30 minutes or the full 25 hours and make a small, optional donation to the Gift of the Givers Foundation.
JEFF was accompanied by celebrities, sporting legends and local musicians such as GoldFish and Mathew Gold. The event was live streamed to Facebook and YouTube so anyone could join from anywhere, for free, joining some of South Africa’s favourite personalities like Graeme Smith, Siv Ngesi, Jean De Villiers and Dale Steyn.
Countdown Animation
To mark the end of the 25-hour workout, I created an animation which would play in the background of the live event.
Social Media Content
One of our key objectives involved brand exposure (and thus a top of funnel marketing activity). Working with our tech team, we created a portal in which users could personalize a sharable social media artwork. The artwork was essentially a "pledge badge" in which users could enter in their names and how many calories they aimed to burn during the workout. As a B2C strategy, the artwork aimed to get more exposure for the event and thus encourage more registrations to join on the day.
Above: Social collateral.
Below: Photographs of the live event by Jannah van Ruthven.
Campaign Statistics
We managed to raise R350 000 (±£15 000 / ±$13 400) for non-profit organisations, were joined by over 100 000 viewers from 50 countries around the world, and featured 33 special guests over the 25-hour live event. It was a top of funnel marketing activity that helped to significantly grow our Facebook community. In addition, it left a lasting impression with current and future clients with extensive media coverage from top radio stations and our fitness partners.
