Campaign
Homecoming Mzansi (2025)
Case Study
Mzansi Wethu
Homecoming Mzansi - Social Amplification
National launch campaign for the Homecoming Mzansi telenovela featuring live social amplification, trend stewardship, and sentiment uplift across X (Twitter) and Facebook.
20 micro-influencers activated1.5M+ opportunities to see1 456 789 total reach82% positive sentiment lift
Objective
Turn the premiere of Homecoming Mzansi into a national conversation that highlights relatable cultural touchpoints and weekly story arcs.
Our Role
Curated and managed 20 culturally relevant micro-influencers to live-tweet episodes, retweet @MzansiWethuMagic content, and steward conversations around core storylines.
Key Activities
- Activated influencer rooms to live tweet every episode and amplify official content in real time.
- Guided conversation pillars across topics such as polygamy, unemployment, returning home, and modern masculinity.
- Maintained post-airing momentum through curated discussion prompts and audience callbacks.
Results
- ✓1.5M+ opportunities to see and 1 456 789 total reach delivered by the influencer collective.
- ✓82% lift in positive sentiment while outperforming industry benchmarks on X (0.037%) and Facebook (0.064%).
- ✓#HomeComingMzansi reached #2 on the South African Twitter trends list during campaign flighting.
Campaign Hashtags
#HomeComingMzansi