The Allan Gray Orbis Foundation aims to encourage entrepreneurship skills in youth through entrepreneurial mindset development and educational initiatives that set them up for a life of entrepreneurship. One of the ways they do this is by hosting a biennial ‘Jamboree’, which is an event where learners from Grades 10-12, university students, and alumni from their various Programmes come together. The 2021 iteration of Jamboree was called AfriJam.
One of the greatest challenges the client faced was taking their Jamboree event, which is normally an in-person event, and translating it into an entirely digital event (due to the effects of Covid-19). They also needed to develop a new campaign identity for this iteration of Jamboree, which reflected their theme of “Digitalisation, Collaboration & Sustainability”.
To address this challenge, we created an omni-channel communication strategy that would maximise the digital reach, and engage members of the wider AGOF ecosystem. We employed paid social campaigns and designed stage decal for select members involved in the streaming of the events from remote locations.
Engagement on event content grew by over 100%, from the 2020 campaign. Twitter was also a great success as we more than tripled retweets compared to the 2020 campaign. During the event, the hashtag #AfriJam was trending in South Africa.