The goal for this campaign was to build excitement and viewership for Somizi & Mohale: The Union, a Showmax reality wedding series about South Africa’s beloved gay couple. Leveraging the wedding’s no-phone policy, exclusivity was announced on the couple’s wedding day through social media posts by Somizi and influential guests.

 

A video collage and digital invites fueled hype, making the wedding trend #1 and the show #2.

 

Weekly teasers, social media promos, and fan engagement sustained excitement leading up to the premiere, celebrating the event’s significance to the LGBTQ+ community.

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Agency: Showmax In-House