Website engagement averaged 81.91%, with email visitors spending nearly 8 minutes on the site and Gaming Hub

Client: Allan Gray Entrepreneurship Challenge

Industry: Non-profit organisation

Year: 2021 – Present

Project Type: Social Media Marketing, Campaign

Scope

Social Media Paid and Organic

Email Marketing

Community Engagement

Campaign

Project Overview

The challenge

We were approached by the Allan Gray Entrepreneurship Challenge to elevate the brand positioning of the Allan Gray: High School Game and drive participation across the SADC region. The goal was to establish the game as a fun and engaging introduction to entrepreneurial concepts while maintaining its educational focus, particularly targeting young individuals who may not have previously considered entrepreneurship.

The solution

We implemented a comprehensive communication strategy, to engage learners, their parents, and teachers while promoting entrepreneurship as a valuable and enjoyable career path. The campaign’s messaging emphasised that business learning can be fun and that entrepreneurship can empower youth to create their own opportunities.

By creating authentic social media content, paid adverts, and email campaigns that resonated with learners as well as their parents and teachers, we drove excitement around the Allan Gray: High School Game and increased registrations on the Gaming Hub. Key content included sneak peeks of in-game features, countdown posts, and regular updates on challenges to sustain momentum throughout the competition.

The result

During the Allan Gray: High School Game competition, which ran for four months between 1 April to 31 July 2024, the website engagement rate averaged 81.91% with visitors spending over 2 minutes per visit and taking multiple actions while there. When learners, parents, and teachers visited the website through email, they spent an average of 7 minutes and 55 seconds on the website and Gaming Hub.