What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
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#bebetter campaign reaches 100,000 users on social media
The Better Living Challenge (BLC), displayed at the Design Indaba Expo 2015, as part of the Western Cape Government's design strategy implemented by the Cape Craft and Design Institute, demonstrated what happens when a strategy is successfully implemented.
The #bebetter campaign was developed for BLC to share great ideas, including how to improve low-income living in South Africa. The campaign created a ripple of innovation through shared inspiration reaching over 100,000 users on social media with no cost investment in the execution.
The #bebetter campaign commenced in the build-up to the Design Indaba where BLC connected with fellow Expo exhibitors to show appreciation for their great ideas, and to ask them what they would do to #bebetter. In addition, a selfie booth was setup at the BLC stand where visitors could take pictures and share their great ideas. BLC ambassadors also roamed the Expo space in search of those great ideas.
Over a period of 11 days, the #bebetter campaign reached 114,000 users on Twitter. Just over 200 great ideas were shared, with a total engagement rate of 86% in retweets, favourites and replies. On 1 March 2015, 29 #bebetter ideas were further shared on Facebook and received 180 likes in just a few hours, increasing the engagement rate to 600% and reaching over 1,000 Facebook users.
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