Chapter 1

Discuss how Pokémon Go is presenting new opportunities for paid, owned and earned
media (3 marks). Include a definition of each of these strategies in your discussion (7
marks). (10)

Discuss how Pokémon Go can use the following hardware platforms in future to
communicate with customers:
a) Gaming platforms such as PSP, PlayStation, Wi, Nintendo and Xbox (2)
b) Wearables such as smart watches and smart glasses. (2)

Define C2C and C2B e-commerce. (2)

“The Internet has shifted power from sellers to buyers.” Evaluate this statement in light
of C2C and C2B modes of e-commerce. (8)

The article discusses two applications of digital marketing: (1) As an advertising

medium (social media) and (2) as a direct response medium (email marketing).
Discuss at least four (4) additional applications for digital marketing that marketers
can include in their digital strategy. (8)

There are three (3) main types of digital media channels available to marketers.
Name the type of digital media channel that was used by Gucci. Describe this type of
digital media channel and describe how Gucci has made use of it. (3)

Gucci was able to achieve three of the five benefits of e-marketing through its
Instagram initiative. Which three (3) goals/benefits did Gucci achieve? Refer to the
case study to describe how these benefits were delivered. (6)

What key type of digital media channel has been used by Gucci? What do you think
are Gucci’s two (2) main reasons for choosing this type of digital media channel? (3)
Describe the following three main types of digital media channels available to
marketers and provide an example of each.
 Paid media
 Earned media
 Owned media. (6)

Show your understanding of each of the different forms of online presence below and
provide your own example for each.
a) Transactional e-commerce sites (2)
b) Services-orientated relationship-building website (2)
c) Brand-building site (2)
d) Portal or media site (2)
e) Social network or community site (2)

Briefly describe the four (4) stages of the RACE framework. (4)

Marketing has changed extensively since the advent of the Internet and other online
channels:

a) Introduce some of the benefits of e-marketing using the 6Is. Provide suitable
examples of each. (12)
b) Of course, digital marketing also comes with its fair share of challenges. List
and discuss any four (4) key challenges of digital marketing. Provide suitable
examples for each. (8)

Describe what is meant by re-intermediation and disintermediation and provide one

(1) example for each. (4)
Chapter 2

Customers around the world are becoming more willing to use the Internet. With this
willingness, their behaviour is changing, and it is becoming more difficult for marketers
to pinpoint this online behaviour. As a digital marketer you should constantly try to
understand your consumers and their behaviour. Explain how you would do this. Use
the following headings to guide your discussion:
a) Demand analysis (2)
b) Digital consumer behaviour analysis. (2)

Compare and contrast multi-channel buying models, trust based models and social
interaction communication models. (10)

Discuss any five (5) demographic and any five (5) psychographic variables that
McDonald’s will need to consider before turning all its locations into PokeStops. (10)

As the marketing manager of a medium sized travel agency, explain to your company’s
CEO how the following could impact potential consumers’ behaviour to shop online.
(1 mark will be awarded for explaining each topic and 1 mark for applying each topic
to the travel industry).
a) Demographic variables (2)
b) Psychographic and behaviour variables (2)
c) Information processing (2)
d) Perceived ease of use (2)
e) Perceived usefulness (2)
f) Perceived benefits (2)
g) Perceived control (2)
h) Skill (2)
i) Trust and risk (2)
j) Enjoyment (2)
Evaluate and discuss how Pokémon Go has ‘reinvented’ the traditional revenue
models for online and digital businesses. Include examples of any six (6) traditional
online revenue models (6 marks) and any two ‘new’ revenue models that have
developed with the launch of Pokémon Go (4 marks). (10)

Provide one (1) example for each of the different types of online marketing
intermediaries below. (5)
a) Marketing intermediaries
b) Online intermediary sites
c) Online social networks
d) Directories
e) Portal

Discuss the six (6) stages in the consumer online buying process. In your discussion
include communication objectives and techniques for the first two stages. (10)

Describe the impact that the Internet may have on Porter’s Five Forces. (15)

Compare and contrast multi-channel buying models, trust-based models and social
interaction communication models. (10)

For each stage in the consumer buying process for a new purchase, identify the
communications objective and discuss the Internet marketing techniques that are
used. (10)

Consider the elements that influence a customer’s online journey, then illustrate (4
marks) and discuss (12 marks) the following main elements of an online market-place
map for a customer wanting to order a Valentine’s Day gift for a loved one. Use
examples to support your answer (4 marks).
 Customer segments
 Search intermediaries
 Intermediaries and media sites
 Destination sites.
Discuss how consumers’ beliefs about the following range of variables might shape
their attitudes towards purchasing movie tickets online.
a) Security
b) Risk
c) Perceived usefulness. (9)
Chapter 3

It could be argued that MTN displayed strategic agility in its decision to participate in
the Neknomination challenge. Explain the concept of strategic agility in context of the
MTN campaign. (5)

List the macro-environmental forces that should be closely examined for marketing
planning and strategic initiatives. (5)

Discuss the unique elements of the digital environment which must be taken into
account when scanning the macro-environment with regard to:
a) Economic forces
b) Demographic trends
c) Privacy and data protection legislation
d) Brand and trademark protection. (20)

Critically discuss the importance of digital security for consumers in southern Africa.
(10)
Briefly describe each macro-environmental force and discuss how they could affect
businesses and consumers online. (10)

Evaluate the effectiveness of SMS marketing for a university wishing to attract new
students. (10)

Smart phones and tablets have become cheaper and more people in southern Africa
have them. Critically evaluate the prospects for convergence in Southern Africa. (20)

Discuss the social forces at play with the Neknomination trend. (3)

“As great as MTN’s idea to provide free access to Wikipedia is, there remains an
element of social exclusion.” Evaluate this statement. (2)
Provide a brief description and reason as to how the laws below could affect digital
marketing activities.
a) Data protection and privacy law (2)
b) Disability and discrimination law (2)
c) Brand and trademark protection (2)
d) Contract law (2)
e) Online advertising law (2)
Chapter 4

Discuss the stages in the strategy process model (SOSTAC) and the key decisions
made at each of these stages. Use examples to support your answer. (20)

Introduce the SOSTAC Planning Framework and explain what it is used for. (2)

Step two of the SOSTAC model requires marketers to set meaningful objectives for
their digital strategies. Briefly explain this step using the 5S model for objective setting.
(10)

Using information from the SANBS case study, identify and set two (2) objectives for
the # ‘Missing Type’ Campaign. (2)

Use extracts from the SANBS case study to show how Fleishman Hillard successfully
applied the Situational Analysis stage of PR Smith’s SOSTAC Planning Framework.
(6)
Chapter 5

You are the marketing manager for a famous sports shoe brand. Explain how you can
use the Internet to vary or extend your core product. Provide at least three (3) relevant
examples to support your answer. (10)

Describe what is meant by price transparency. Provide an example to show your

understanding. (2)

The Internet can have an impact on the product element of the marketing mix. Discuss
the implications of the Internet on:
a) Varying the core product (7 marks)
b) Extending the product (5 marks). [12]

Critically discuss how the Internet has transformed pricing. (8)

“The Internet has revolutionised distribution.” Discuss how the Internet has
transformed the place P variable in the Internet marketing mix. Include the following in
your discussion:
a) Place of purchase (5)
b) Channel conflict (5)
c) New channel structures (5)
d) Virtual organisations (5)

“The Internet has revolutionised distribution.” Discuss how the low-cost airline
kulula.com has used the Internet to transform the place (‘P’) variable in the Internet
marketing mix.
a) Place of purchase (2)
b) New channel structures (2)
c) Channel conflicts (2)
d) Virtual organisations (2)

Critically discuss how the Internet has changed distribution and product value. (8)
Marsden (2001) advises marketers to create a ‘tipping point’ for a new product or
service. Discuss the following three (3) main laws that relate to this concept:
a) The law of the few (2)
b) The stickiness factor (4)
c) The power of context (2)

Discuss the many opportunities within digital marketing for varying and extending the
core product. (12)

Critically discuss how the Internet has transformed pricing. (8)

Why is branding important? (2)

Rush is an indoor extreme Trampoline Park with 1700 square metres of wall to wall
interconnected trampolines, including dodge-ball courts, a 18000 cube foam pit,
hydraulic slam dunk basketball hoops, Battle Beam and best of all a 4 metre high
Performance Wall. New to South Africa, Rush Trampoline Parks are fast becoming a
preferred venue for fun, exercise, team building and kids’ party events.
You are the Marketing Manager for Cape Town’s Rush Trampoline Park. Discuss how
you could vary the extended product for the company online using the Valentine’s Day
promotion. (5)

Companies can offer flexibility by offering products at different price points.

Describe each of the below and provide one example for each.
a) Subscription (2)
b) Pay-per-view (2)
c) Bundling (2)
d) Ad-supported content. (2)
When we talk about the product, we are talking about the characteristics of a product,
service or brand. There are different implications of the Internet for the product
element. Discuss the implications of the Internet on each of the following and provide
your own examples where relevant.
a) Options for varying the core product (5)
b) Options for offering digital products (8)
c) Options for changing the extended product (2)
d) Conducting research online (3)
e) Velocity of new product development (2)
Chapter 6

Kulula.com is a low-cost airline operating on major domestic routes in South Africa.

You have been asked to consult to kulula.com on its e-CRM strategy:
Explain to the marketing director of kulula.com what e-CRM should include. Provide
examples applicable to kulula.com to illustrate your point. (10)

Discuss in detail the scope of e-CRM with specific focus on how it crosses many
business processes. Provide examples applicable to kulula.com to illustrate your point.
(10)

List any three (3) ways in which marketing can be improved through the benefits of
using digital platforms for relationship marketing. (3)

Define what is meant by the term ‘permission marketing’. (2)

Describe the stages for permission-based online relationship building to support

engagement through the different stages of the customer life cycle.
 Stage 1: Attract new and existing customers to online presence (2)
 Stage 2a: Prompt and incentivise visitors to action (3)
 Stage 2b: Capture customer information and maintain relationship (3)
 Stage 3: Maintain dialogue using online communication (2)
 Stage 4: Maintain dialogue using offline communication. (2)

Critically discuss the role of virtual communities and social networks for customer
relationship management. (20)

Engagement has four parts which we can measure online and offline. List the four (4)
parts and briefly describe each part in relation to how it is measured. (8)
You have noticed a large number of customers on your email database are
‘emotionally unsubscribed’. Explain to your boss what this means (2 marks) and how
you plan to use a Valentine’s Day promotion to activate these list members (3 marks).
(5)

Discuss the four (4) classic marketing activities of customer relationship management.
Use takealot.com as a reference to provide an example of each stage.
a) Customer selection (4)
b) Customer acquisition (4)
c) Customer retention (4)
d) Customer extension. (4)

The article refers to email marketing as a good way to generate leads. You have been
asked to write a short paragraph for inclusion in this article, cautioning marketers on
spam legislation and how they should be implementing permission-based marketing
in a positive way to change customer behaviours. (10)

Discuss the difference between emotional loyalty and behavioural loyalty. (2)

Your marketing agency has been contracted to develop an online marketing campaign
for a line of traditionally offline retail stores that wants to venture into the online
consumer market.
4.1 Discuss the stages you could follow when building an online relationship with
consumers (5 marks) and how your client might apply it to their new target market. (5
marks) (10)
Chapter 7

“A successful website must balance the needs of the customers who use it with the
marketing objectives of the organisation. It must be user-friendly, accessible on
popular browsers, localised and on par with similar sites.”
Discuss the tension between user-centred and marketing-led site design and discuss
how marketers can develop user-friendly websites. (20)

Discuss how Uber is increasing landing page conversion rates for its Valentine’s Day
promotion. Use content from the article to support your answer. (10)

One aspect that we need to consider when developing a website, is localising and
tailoring the website for individual countries. Discuss the five (5) different levels of
localisation. (10)

John wants to help his mom design a website for her home-baked cupcake business.
Explain the following terms to John’s mom and discuss the importance/relevance of
each for her website.
a) Domain (2)
b) Cookie (2)
c) Information architecture (2)
d) Levels of localisation (2)
e) OVP (2)

Explain to John’s mom the critical importance of prototyping as part of a website

project (2 marks). Include the four (4) stages that form part of the prototyping process
(4 marks). 6

Marketers can make use of the Internet to improve customer service quality. Discuss
the five dimensions of service quality marketers need to look at. (10)
You are the marketing manager for a children’s party venue called ‘The Party Place’.
As part of your process for continuous improvements to its online marketing, you need
to have a clearly defined process for making changes to the online presence of the
company. Prepare a document that sets out how you will go about keeping its website
dynamic, content up to date and fresh. Include the following headings in your
document:
a) Different tasks involved in the maintenance of content (10)
b) How often content should be updated (6)
c) Different types of content that can be used (provide at least four (4) types). (4)

Explain what each of these domain extensions tell you about a company:
a) .com (1)
b) .org (1)
c) .mobi (1)
d) .net (1)
Chapter 8

Cadbury is the second largest confectionery company globally. Cadbury chocolates

are widely distributed and are sold in many countries, the main markets being the
United Kingdom, Ireland, Canada, Australia, New Zealand and South Africa.
You are the Marketing Manager for Cadbury. You are tasked with preparing a digital
campaign strategy for Valentine’s Day. Formulate a proposal for the CEO that includes
the following headings:
 Campaign vision (2 marks)
 Campaign goals (3 marks)
 Campaign objectives (5 marks). (10)

Discuss the following five (5) response mechanisms that you could use for your
Valentine’s Day Facebook promotion (5 marks). Give examples to support your
answer (5 marks).
 Home page
 Microsite/landing page
 Personal (chat or call back)
 Offline: Phone, post or store
 Offline response goals for multichannel integration. (10)

Compare and contrast digital and traditional media communication. Your answer must
cover the following issues. (20)
 Push to pull
 Trialogue
 One to one
 Many to many
 Lean forward
 Changing nature of standard marketing communication
 Intermediaries
 Integration.
Evaluate and discuss the questions about integration that marketers should be asking
when creating a campaign. Use the following headings to guide your discussion:
 Consistent branding and messaging (1)
 Varying the offer, messaging and creative through the campaign (6)
 Frequency (number) and interval of communications (4)
 Sequencing of communications (3)
 Optimising timing (2)

Digital media is most effective when deployed as part of an integrated marketing

communication approach. Discuss the 4Cs of integrated marketing communications:
 Coherence
 Consistency
 Continuity
 Complimentary. (4)

Describe the terms below that are useful for evaluating the differences between
traditional media and new media. Provide examples where relevant.
 Pull media vs push media (4)
 Trialogue (2)
 Mass customisation (2)
 From lean back to lean forward (2)
Chapter 9

“Digital media have become a very important key element of public relations (PR) and
the Internet has influenced PR practices”. Evaluate this statement and answer the
following questions:
Discuss the differences between online PR and traditional PR. Include the following
headings in your discussion:
a) How the audience and the members of the audience are connected (4)
b) The audiences’ access and interaction with information (2)
c) Response, control and monitoring (3)
d) The creation of stories. (1)

Explain the following types of online partnerships:

a) Affiliate marketing (2)
b) Online sponsorship (2)

Discuss the unique way that SANBS went about developing online partnerships to
create awareness for its campaign. (3)

Describe what is meant by outbound email marketing and inbound email marketing.
Provide an example for each to show your understanding with reference to
takealot.com. (4)

Explain the difference between social media and viral marketing. (2)

Discuss how SANBS went about using social media and viral marketing to create
awareness for its campaign. (8)

Evaluate the success of this campaign. (3)

Critically discuss the advantages and disadvantages of online public relations. Use the
following headings to guide your discussion:
a) Reach (2)
b) Cost (2)
c) Credibility (2)
d) SEO (2)
e) Brand. (2)

Critically discuss how social media marketing (10 marks) and viral marketing
(10 marks) can transform digital marketing.

Imagine you were the Marketing Manager at MTN and that you had a budget of R500,
000 for promoting the Neknomination. Discuss how you could have done more to
leverage this opportunity using other types of digital media channels in order to make
the campaign more sustainable over a longer period of time. Use the following
headings to guide your answer:
a) Search engine marketing (6)
b) Online PR (6)
c) Online partnerships (6)
d) Email campaigns (6)
e) Social media and viral marketing (6)

Critically discuss the disadvantages of email marketing that marketers need to

manage as they run their campaigns. (10)

Search engine marketing forms an important component of digital marketing. It is

important for marketers to improve the natural listing of their websites but this is often
a very difficult task for most marketers. In your own words, describe the stages
involved in producing a search engine listing for the natural listings. (8)

Critically discuss how social media marketing and viral marketing are used to connect
with customers. (20)
Define how online PR is different to traditional PR. (10)

Describe what is meant by search engine optimisation and by paid search marketing.
Provide four (4) advantages for each. (10)

The article strongly recommends social media as a way for businesses to capitalise
on Valentine’s Day. Discuss why social media marketing is an important category of
digital marketing. (6)

Discuss the two (2) main types of search engine marketing (SEM) digital marketers
would use to generate quality traffic to their Valentine’s Day landing pages. (6)

Discuss at least four (4) main variables relating to ad creative, which may result in
increased click-through response to banner ads. (4)
Discuss the following three (3) measurement metrics for email marketing:
a) Delivery rate
b) Open rate
c) Click-through-rate. (6)

Discuss the differences between online PR and traditional PR. Include the following
headings in your discussion:
a) How the audience and the members of the audience are connected (4)
b) The audiences’ access and interaction with information (2)
c) Response, control and monitoring (3)
d) The creation of stories. (1)

Provide any two (2) examples of search engine optimisation. (2)

Why do you think Alessandro Michele, Creative Director at Gucci, used Instagram as
part of Gucci’s social-first strategy? (2)

What was the main reason for Gucci to make use of a meme campaign? (1)
Refer to the top four highest performing posts of all times by Gucci. Which post do you
feel is the best performing post? Provide any two (2) reasons to substantiate your
answer. (3)

Critically discuss the advantages and disadvantages of online public relations.

Use the following headings to guide your discussion:
a) Reach (2)
b) Cost (2)
c) Credibility (2)
d) SEO (2)
e) Brand. (2)

List three (3) advantages of email marketing and two (2) disadvantages of email
marketing. (5)

In the digital world, we need to consider the 4Ps from the customers’ perspective which
have been termed the 4Cs. Discuss the 4Cs of digital marketing. (4)

Affiliate marketing is a commission-based arrangement where the merchant only pays

when it makes the sale or gets a lead. There are many advantages for affiliate
marketing but there are also some disadvantages that cannot be ignored.
In your own words, describe the meaning of the three disadvantages below.
a) Incremental profit or sales may be limited. (2)
b) Affiliates may exploit your brand name. (2)
c) May damage your brand reputation. (2)

Evaluate and discuss the questions about integration that marketers should be asking
when creating a campaign. Use the following headings to guide your discussion:
a) Consistent branding and messaging (1)
b) Varying the offer, messaging and creative through the campaign (6)
c) Frequency (number) and interval of communications (4)
d) Sequencing of communications (3)
e) Optimising timing. (2)
Chapter 10

You are the marketing manager for a kid’s party venue called ‘Fun Kids’. As part of
your process for continuous improvements to its online marketing, you need to have
a clearly defined process for making changes to the online presence of the company.
Prepare a one-page document that sets out how you will go about keeping its website
dynamic, content up to date and fresh. Include the following headings in your
document:
a) Different tasks involved in the maintenance of content (10)
b) How often content should be updated (6)
c) Different types of content that can be used (provide at least four types). (4)

Discuss how AB testing can be used for measuring design effectiveness and to
improve results. (6)

You are a marketing consultant for an online retailer. The CEO and the marketing
manager have conflicting views on a few design elements for their new website. Each
believes their version will deliver better results. Explain how they can use the following
tools to overcome their conflict:
a) AB testing (7)
b) Multivariable testing (3)
Gucci Gone Meme: The Luxury House throws us a Curveball

That Gucci swagger.

It's kind of a well-known fact that the fashion world, particularly the luxury goods
industry, has been slow to adopt technology. And then it moved at a snail's pace to
get on social media. It's been a challenging process for these prestigious maisons to
finally understand that embracing these nouveau channels was to their benefit.

Luxury labels have been getting by on these platforms thanks to name recognition, but
as Instagram evolves and various content trends come and go, it is indeed becoming
increasingly imperative for them to start shifting their thinking toward devising social
first strategies. And thanks to the appointment of Alessandro Michele, that's exactly
what House Gucci did.

Quick recap for those who need it

Michele took the leading role of creative director at Gucci two years ago and
completely overhauled the brand, infusing new cachet and breathing a fresh new
perspective into its aesthetic. All that to both much critical and popular acclaim. From
the very first collection he released, his point of view was laser sharp and crystal clear.
And it had nothing to do with the Gucci image of yore.
Alessandro's uniquely distinctive vision became instant Instagram fodder and was
embraced by street style stars around the globe pretty much immediately after his first
show. That bootleg-ish Gucci tee (you know the one, pan up) was and continues to be
content bait for all the cool girls who speak fashion. It was like the new Stan Smith.

Michele is a mastermind who orchestrated a complete identity pivot. It takes a real

visionary to do so, and even more to embrace copycat street artist dubbed the Gucci
Ghost as a collaborator.
It's effectively a new era for the storied house. In a nutshell.

But What Does That have to do With Instagram?

Funny you should ask. While a lot of luxury brands don't really appear to have a
concise social strategy in place and just go about it according to their HQ's marketing
activities, the Gucci turnaround has also seeped into its Insta. The result is a hyper-
focused extension of Alessandro's updated direction.

Its narrative has done a 180 since Michele's been in charge. The creativity and artistry
with which each collection is infused also reverberate in the social content that is being
created for Instagram. Artist collaborations, whimsical visuals, thematic post
sequences. Its new experimental approach echoes its aesthetic in a way that conveys
its updated message very clearly.

But something recently caught our attention. Something that has never been seen
before on any premium brand's Instagram gallery: MEMES 😱. Right after the series
of posts showcasing behind-the-scenes images of its SS17 ad campaign, there they
were in all their Gucci glory. Yup, this maison is undeniably using Instagram for
marketing, as well as the meme generation, to promote the new Gucci watches very
appropriately.

In their own words:

You got to give it to Gucci for the valiant embracing of social media content styles:
BTS and now memes. But doing it its way by completely appropriating itself the formats
and putting its own prestigious twist on them. You have to remain true to that brand
essence even when the modern times are calling. It has managed to strike that difficult
balance of pairing tradition with present-day adaptations.

Its Instagram account has really become a place where it has put the spotlight on the
universe of artists, something that seems to be a core pillar of Alessandro's work. But
while that creative aesthetic stuff is intangible and there to serve the vision, we're here
to focus on the physical and conclusive evidence. It's with that in mind that we ask: did
the whole meme campaign perform well for the Gucci Instagram account?
Let's find out!
General Stats
First, let's start with the general numbers yielded by the campaign. After gathering all
30 published memes on a board to assess them as a whole, here are the stats:
TOTAL REACH: 120,089,317
TOTAL LIKES: 1,986,005
TOTAL COMMENTS: 21,780
AVG. ENGAGEMENT RATE OF ALL 30 MEMES: 0.5%

So the 0.5% average engagement rate of the memes Instagram posts might feel low,
but get this: it's higher than its total average, which currently sits at 0.41% —
surprisingly not an unusual number in the luxury sector. That means that this campaign
actually outperformed its other content.

This goes to show that even users who follow prestigious luxury goods accounts have
a sense of humour. People enjoy a good laugh as well as beautiful imagery. Which is
precisely why the Gucci watches meme campaign seems to have resonated with its
audience. So long as the content remains on-brand, it proves that experimenting with
new concepts and developing content strategies that are Insta-specific is just smart
marketing. Plain and simple.

Source: Heath, H. (2017) “Gucci Gone Meme: The Luxury House Throws us a
Curveball”. Available from: <https://blog.dashhudson.com/gucci-meme-luxury-
brandinstagram-marketing-content-strategy/>. [Accessed on 1 August 2019]
Neknominate: 'Lethal' drinking game sweeps social media
By Peter Wilkinson and Isa Soares, CNN
February 18, 2014

"Thanks for the nomination Luke," jokes a young man in a YouTube clip pouring what
he says is a new, unopened bottle of Sambuca spirits into a pint glass along with
another, unidentified drink. As the liquids mix, he observes: "And that is congealing
nicely ... whew ... okay," before knocking back the potion. After a brief pause he
declares: "I nominate [he names some friends]. You've got 24 hours lads. Get it done."

The game, known as Neknominate, is thought to have originated in Australia and is

now sweeping the world. It involves you filming yourself downing a drink – often
alcoholic and in large quantities – and then nominating a friend to outdo you. All this
is posted on social media – be it Facebook or YouTube.

But what started for some as fun has turned deadly; at least five men aged under 30
have died after drinking deadly cocktails. Now health professionals are warning young
people of the risks of consuming large amounts of alcohol in a short time.
"This is a lethal game," Dr Sarah Jarvis, medical adviser for the UK-based charity
Drinkaware, told CNN. "The point about alcohol is that it affects your ability to
recognise that you're in danger, and it absolutely affects your ability to react to danger.
So, we have a double whammy."

There appears to be no limit to the type of drinks that are consumed, and in what
matter. Each nomination becomes more and more daring and outlandish. It started as
exhibitionism with this woman stripping in the supermarket and downing a drink, but
the bravado has escalated into extreme cocktails: One mixes spirits with a dead
mouse, in another a man drinks out of a toilet, and the craze has seen players
consume alcohol with goldfish, insects, engine oil and dog food. Unsurprisingly the
trend has prompted politicians to demand that schools play a bigger role.

"The Facebook drinking game Neknomination has gone viral, and very sadly young
people have died as a result," said UK opposition spokesman Diana Johnson. "What
role do schools have in building resilience in our young people to resist peer
pressure?" The role of social media giants like Facebook is also coming under
scrutiny. Brian Viner, whose own son has played the game, demanded that those
companies face up to their responsibilities.

His son was nominated and pressured to play the game but drank water instead of
vodka so as not to harm himself. "I was cross with him but more cross with the social
media involved and the way this game has just spread," Viner said. "The whole thing
is madness and it needs some kind of sharp and swift action on the part of these social
networks to stop it."

Facebook said in a statement: "We do not tolerate content which is directly harmful,
for example bullying, but behaviour which some people may find offensive or
controversial is not always necessarily against our rules. "We encourage people to
report things to us which they feel breaks our rules, so we can review and take action
on a case by case basis."

But Dr Jarvis rejected this defence, saying Facebook must recognise its own role in
the game. "It's very difficult in this day of personal liberties to say that Facebook
shouldn't be condoning this or taking these videos offline. "Personally, I would like to
see that happening. Frankly, if the thrill wasn't there, your mates weren't seeing you, I
expect it would very rapidly fizzle out."

Source: cnn.com. (2014) “Neknominate: 'Lethal' drinking game sweeps social media”.
Available from: <https://edition.cnn.com/2014/02/18/world/europe/neknominate-
drinking-game/index.html>. [Accessed on 07 July 2018]
The South African National Blood Service: #MissingType

SABRE Awards, Gold, Africa, Healthcare, 2017

The South African National Blood Service used the support of brands, influencers and
online media to increase blood donations.
 South Africa has one of the worst blood donation rates in the world, with less
than 1% of South Africans being active donors.
 Research identified environments where the Blood Service could reach young
South Africans, aged 25-40.
 The #MissingType campaign was born and translated into a South African
context by occupying well-known cities, brands such as XBox, social (Twitter)
and influencers.
 The campaign reached over 5 million people, and garnered more than 8,000
engagements on social alone, and blood donations increased by 16% during
the campaign.

Campaign details
Advertiser: The South African National Blood Service
Brand: The South African National Blood Service
Agency: FleishmanHillard South Africa

Opening Statement
South Africa has one of the worst blood donation rates in the world. In an effort to
remind people of this important need, FleishmanHillard was presented with the
opportunity to raise awareness for the South African National Blood Service as part of
a global campaign.

The South African National Blood Service works hard to meet the growing demand of
blood needed, with a goal of 3,000 units needed a day to ensure an adequate blood
supply is maintained. But with less than 1% of South Africans being active donors, and
older donors falling off the registry every year, the need was growing at an epidemic
rate. Young, healthy adults across South Africa don't think about blood until they see
it or are faced with the need for it, presenting the opportunity for FleishmanHillard to
find moments within their established environments to raise the issue and encourage
them to act by donating blood.

Research
In order to identify and define the environments that young South Africans occupy, the
team conducted a series of research methods to inform the planning. A group of
brands were identified that aim at targeting a similar audience, these were then
researched further to see where and how they communicate. Using a global leading
online listening tool, Crimson Hexagon, we also tracked conversations among young
adults to find affinities and areas of interest. An internal focus group was also held with
younger FleishmanHillard employees to get honest feedback to better understand
what they best would respond to.

Social media, specifically Twitter, was identified as the main form of communicating
with this target audience. This platform would allow us to reach large volumes of young
adults at no cost, while encouraging engagement to ensure communication was a two-
way effort that bred collaboration among consumers and brands alike.

Our online tracking research also revealed that a large majority of South African youth
spend a lot of time playing online games via consoles, presenting further opportunities
to achieve our objective of brand awareness among Millennials.

Planning
Based on the research findings, our objectives were defined to focus on two intentions:
brand awareness among young South Africans aged 25-40, and a measurable
increase in blood donations during a two-month period.

Our research on brands with similar target audiences assisted us in being able to
approach a select few key brands asking for support in reaching out and encouraging
action. Strategic partnerships, all at no cost, included Xbox which complemented our
gaming research findings.
The concept of being in desperate need of something needed to be translated into a
space that would resonate with our audience, while still creating an association with
the South African National Blood Service. The #MissingType campaign was born and
translated into a South African context by occupying well known cities, brands, and
influencers. Main cities would have their blood-type letter removed to signify
incompleteness when something important is absent from the bigger picture.

1. Twitter: Rich media images were created with missing letters in city names,
landmarks, as well as in sentences. This make the creative immediately
noticeable as the reader would feel intrigued seeing words written in an
unnatural pattern, and pay more attention in trying to decrypt it to understand
the message.
2. In-Gaming: The top online action games were identified and strategic copy with
the missing letters was placed throughout the games, creating awareness for
players while they were crashing, shooting, and driving around in their virtual
world.
3. Influencers: A select number of influencers relevant to our younger audience
were chosen to join the #MissingType campaign. Personalised creative assets
were developed for them to share on their own social platforms, helping close
the loop on all significant touch points.

Execution
On launch day, the #MissingType campaign quickly caught the attention of millennials
online, with tweets going live from the @SANBS Twitter account, followed by the
influencer supporting content being shared to wider communities online, and finally,
online gamers were exposed to the in-game billboards directing them to donor centres
and encouraging them to value blood while shooting their opponents during the
games.

Supporting brands changed their brand names on Twitter to exclude the blood type
groups that were in demand. This trend was soon picked up by consumers who
become self-appointed ambassadors due to their passion for the cause.
To ensure our messaging was being seen by a younger audience, we supported the
content with social advertising, setting the parameters to those between 25 and 40
years of age, with interests in a healthy lifestyle and giving back to their communities.
Once this primary target group was reached, we adjusted the targeting to widen the
audience and expand our messaging to reach more South Africans on social media.

The locally phrased call to action graphics helped in connecting with South Africans,
with language like, "Take a sho't left to your nearest donor centre." This was
appreciated by consumers who liked, shared, and replied to the @SANBS messaging,
helping achieve our ultimate goal of brand awareness and blood donations.

Although our online in-game advertising was carefully planned, unlike with social
media, we were unable to determine how it was received by players, or how it
performed until the end of the campaign. This strategic risk did pay off in the end once
our results were calculated.

Evaluation
The FleishmanHillard social team met and exceeded all metrics relating to this project.

Through our initial strategy to get brand awareness for a young adult audience, as well
as see a visible increase in blood donations during the two-month period, we
successfully managed to collectively reach over 5 million people, and garner more
than 8,000 engagements on social alone.

Most importantly, blood donations increased by 16% during the campaign with the
support of brands, influencers, media that saw the SANBS content, and consumers
who passionately adopted the campaign along the way.

Source: Warc.com. (2017) “The South African National Blood Service:

#MissingType”. Available from: <http://www.warc.com>. [Accessed on 26 December
2018]