OBJECTIVE

Drive hype around and viewership of ‘Somizi & Mohale: The Union’ – a Showmax Original reality wedding series documenting the wedding journey of Somizi Mhlongo and Mohale Motaung - South Africa's most-loved gay power couple.

 

creative

The no phone policy at the white wedding gave us a golden opportunity to announce that all the detail of the decade’s most important wedding would be exclusively on Showmax.

 

We launched our announcement on the couple’s white wedding day. First, Somizi dropped a post of their wedding rings, announcing that all would be revealed, but only on Showmax. This drove an expectant public wild on social media. Influential guests then dropped teaser shots of their wedding outfits, and also announced the exclusivity.

 

As the wedding kicked off, we shared a video of these collated posts, as well as personalised digital invitations to fans, inviting them to the wedding, exclusively on Showmax. The hype drove the wedding to trend at #1, and the show at #2. Now the challenge was to keep the hype going until the first episode ran in a month’s time. So, we released weekly teaser videos of influential guests talking about the wedding, but omitting juicy details.

 

Fun, online promos nodded to social media’s big talking points while emotive videos celebrated the importance of the event to the LGBTQ+ community. We fuelled the conversation through engaging Instagram polls, organic posts and social listening, and even got fans to share their version of the Somhale istep as a final crescendo in the campaign.