Campaign Overview

In December, Steers launched the ‘Got Cheese’ promotional campaign, partnering with Gagasi FM to capitalize on the festive spirit of Dezemba, a time when South Africans look to unwind and indulge in some well-deserved treats. The campaign was strategically executed across Gagasi FM’s on-air and digital platforms, delivering impressive results and amplifying Steers’ message to a broad audience.

Objectives

The primary objectives of the ‘Got Cheese’ campaign were to:

  • Increase brand awareness and engagement.
  • Drive sales for the new Got Cheese King Steer Burger Meal and the Mega Bacon & Cheese Duo.
  • Leverage the high-traffic period of December to maximize reach and impressions.

Execution

The campaign leveraged Gagasi FM’s extensive reach and influence through:

  • On-Air Promotion: Regular mentions, promotions, and adverts on Gagasi FM’s popular shows kept the audience engaged and informed about the delicious offerings from Steers.
  • Digital Integration: The campaign extended to Gagasi FM’s website and social media platforms, creating a cohesive and immersive experience for listeners who followed the station online.

Key Campaign Elements

  • Got Cheese King Steer Burger Meal: Featuring two 100% pure beef patties, crispy bacon, a slice of cheese, cheesy cheese sauce, and medium chips, offered at a wallet-friendly price of R89.90.
  • Mega Bacon & Cheese Duo: An online exclusive, this meal included two Mega Cheese & Bacon Duo burgers with a 100% beef patty, bacon, cheese dip sauce, cheese, and medium chips, available for delivery only, catering to the festive need for convenience and comfort.

Results

The ‘Got Cheese’ campaign achieved remarkable success, generating hundreds of thousands of impressions on the Gagasi FM website and substantial engagement across all platforms. Key metrics include:

  • High Impressions: The campaign enjoyed widespread visibility, significantly boosting brand awareness.
  • Engagement: Active listener participation through on-air interactions and digital engagements.
  • Sales Boost: A notable increase in sales for the promoted menu items, driven by the compelling campaign messaging and attractive price points.

Conclusion

The Steers ‘Got Cheese’ campaign exemplifies the power of strategic media partnerships and targeted promotional efforts. By aligning with Gagasi FM and tapping into the festive Dezemba mood, Steers successfully elevated its brand presence and drove substantial sales. This case study highlights the effectiveness of combining on-air and digital strategies to achieve comprehensive campaign success.

Learnings

  • Integrated Campaigns: Combining on-air and digital platforms creates a more robust and engaging campaign.
  • Festive Timing: Leveraging festive seasons can enhance campaign receptivity and engagement.
  • Value Proposition: Offering value-for-money deals can significantly boost consumer interest and sales.

The ‘Got Cheese’ campaign not only delighted Steers’ customers with delicious offerings but also showcased how well-executed promotional campaigns can lead to resounding success.

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