AfriJam Festival of Ideas 2021


“Social media engagement grew by more than 100% from the previous campaign.”

Allan Gray Orbis Foundation

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.

Services we provided

The challenge

One of the greatest challenges the client faced was translating their in-person Jamboree event 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”.

The solution

To address this challenge, we created an omni-channel communication strategy that would maximise the digital reach, and engage members of the wider Allan Gray Orbis Foundation ecosystem. We employed paid social media campaigns and designed stage decals for select members involved in the streaming of the events from remote locations.

The result

Social media engagement on event content grew by more than 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.

Social Media Engagement grew by more than 100% from the 2020 campaign

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