Mokebe Thulo, HDI Business Development Manager and Radi, 8, Kids Junior Board of Directors
With an annual direct spend of over R137bn, it may seem like a no-brainer for brands to prioritise understanding what makes more than 50% of South Africa’s population tick. Enter 36 of the trendiest, brave-hearted, and unique youngsters - selected after a grueling recruitment process – HDI’s Junior Board of Directors. This board is made up of 12 kids, 12 teens and 12 young adults.
The Junior Board of Directors (JBoD) contributes to HDI research projects through adding valuable insights, used to craft bespoke campaigns and platforms for brands/clients. Whether brands are launching new products, or embarking on product development campaigns or even wanting to explore the trial and testing of new products, JBoD can be roped in (to focus groups, workshops or panel discussions) to contribute key insights.
Now in its 19th year, JBoD is part of the HDI Youth Marketeers’ family. The groups meet on a monthly basis and allow HDI to tap into their minds and hearts, and to understand youth trends and share consumer insights.
More and more brands recognise the importance of understanding the youth. This includes knowledge around how to communicate with them and satisfy their expectations. With different cultural and social backgrounds, the panel is filled with diverse views on global millennial trends, opinions on marketing campaigns and how brands can and should connect better with the youth.
Recently awarded with the JBoD Super Star Award, Neo Mogale expressed her gratitude for being part of the 2016/17 JBoD panel. “I have been exposed to great opportunities which allowed me to be authentic about my opinions and have showed me the importance of young individuals contributing towards brand and business development”. Neo was also part of the panel at the Sunday Times, Generation Next Conference on the 11th May 2017 at the Sandton Convention Center and has also represented HDI and SA youth on various media channels, from television, radio to print publications.
Managing Director at HDI, Catherine Bothma added “Youth marketing and development is our passion. In order to successfully do this, we know it’s important to meet with our JBoD’ers regularly. We are always excited to delve into their opinions and find out what is happening in the streets that are dominated by these influencers to connect better with them. This helps us to create current, cool, consistent campaigns, whilst remaining relevant in the market place.”