Forward Many Times
Okay, auntie, we see you!
Client:
BetterHelp
Task:
Come up with a social first, attention-grabbing idea that launches the Mowalola x New Balance collaboration to a new audience.
MOWALOLA AND NEW BALANCE IGNITE A CHAIN REACTION IN INNOVATIVE FASHION-FORWARD WHATSAPP CAMPAIGN
Insight:
Chain mail is alive and well in our aunties and uncle's WhatsApp group chats.
Idea:
Let's leverage this audience's sharing is caring love language to bring awareness to the collaboration by creating an app/website that generates personalised chain mail.
The variety and complexities of the diaspora's WhatsApp experience are expertly summarised in our handy-dandy drop-down lists. Users pick a target, a theme, and a drama level before sharing on WhatsApp.
Interactions are calculated to deduce a percentage of the final price of the shoe. The bigger the interaction and chain of custody of the message, the bigger the discount.
Opening the link sends you to a page with information about Mowalola’s brand, the collaboration, and, most importantly, an apology for the prank. They’ll be invited to join in on the fun, with a 10% head start for good measure.
Landing page
Impact:
At the speed of a ting, we break the barriers of ageism and revolutionise fashionable expression with the older black community, right at the epicentre of their communication hub.
Multiple generations share the 9060's transcendent style, amplifying Mowalola and New Balance's access, reach, and impact.
We make high fashion accessible and relatable while celebrating their rich heritage of cultural connections, fashion-forward mindset, creativity, and impact through humour, cultural relevance, and discounts.
The campaign successfully captures attention, drives participation, and converts that engagement into sales for the collaboration.