Campaign
Upsize (2025)
Case Study
DStv
Upsize Decoder Promo
Decoder-only Upsize offer unlocking Premium channels for Compact/Compact Plus subscribers and upgrading Family/Access households to Compact until 31 December 2025.
Decoder-only Upsize live until 31 Dec 2025
Objective
Drive awareness and engagement for DStv's decoder-only Upsize offer, ensuring subscribers understand eligibility and the automatic access window.
Our Role
Planned and executed social amplification with influencer-led X cadence, messaging guardrails, and content pillars clarifying the Upsize benefits and timelines.
Key Activities
- Communicated that Compact and Compact Plus decoder subscribers receive Premium channels at no extra cost until 31 Dec 2025; Family and Access decoder users are upsized to Compact for the same period.
- Clarified decoder-only eligibility and that all packages revert to normal on 1 Jan 2026; excluded DStv Stream users in all messaging.
- Mapped highlight copy around content mixes: Premium (M-Net, more movie and sports channels) and Compact (Mzansi Magic, BBC Lifestyle, Cartoon Network, SuperSport Variety).
- Sequenced an initial X post by Jabu Macdonald inviting replies/quotes without hashtags, followed by influencer originals with key terms (Dstv, Dstv Compact, Dstv Compact Plus, Dstv Family, Dstv Access) and lead keyword 'Upsize'
- Social narrative focused on festive-season access to blockbuster movies, hit series, reality shows, documentaries, and major live sports throughout the Upsize window.