Using our unique collaboration with a skills incubator, we staffed and delivered a long-term below-the-line campaign that delivered B-BBEE points for one of SA’s largest brands.
JOB CREATION AND ACTIVATION SOLUTION
In response to the growing need for companies to improve their B-BBEE score, dotGOOD formed a unique shared-value partnership with the Imvula Education Empowerment Fund.
Imvula is a 100% black-owned broad-based trust that facilitates the education of bright but underprivileged young people at its Maharishi Institute. A Johannesburg-based tertiary education institution, it has been acknowledged as one of the most innovative in the world and can host up to 1 500 students at a time.
Imvula provides educational bursaries to deserving learners who have passed matric, demonstrate commitment to high academic standards and would not otherwise be able to afford to attend a tertiary education institution.
Another requirement is that they need to take on casual work between classes to gain experience.
dotGOOD developed and managed the promotional mechanics in accordance with Tastic’s promotional brief. We then selected and trained trust beneficiaries to represent Tiger Brands as semipermanent promoters in below-the-line marketing activations every weekend, for six months, in at least 10 selected stores.
One of the best socially responsible examples of ethical marketing strategies and collaboration for good, this cause-related marketing campaign offers a sustainable, ethical brand-building solution that earns B-BBEE points for Tiger Brands and Tastic.
Tiger Brands is contributing to a more sustainable future for South Africa, increasing sales while building brand awareness, trust and loyalty.
In addition to selection and training, dotGOOD managed the employment of the promoters including contracts, store bookings and liaison, stock checks, and weekly and monthly feedback reports, made weekend store checks and managed the development and delivery of creative and promotional items.
We also developed marketing communication to publicise the campaign’s success in marketing, CSI and business media.
Tiger Brands is the first company to take advantage of our collaboration with Imvula and its students; the model is easily replicable nationally.
- Partner negotiation
- Marketing communication
- Develop a proactive solution that enables Tastic to increase market share and build brand awareness, while driving sales and earning B-BBEE points.
- We trained underprivileged students to participate in a long-term, volume-driving campaign to promote the full range of Tastic products, delivering B-BBEE points as well as a real return on investment.
“As a brand leader with a strong heritage and affinity with all South African households, Tastic is proud to be the first company to participate in such an innovative promotion. A major factor in our involvement was the fact that it provides us with an opportunity to comply to B-BBEE requirements while reaching sales objectives. At the same time it helps to contribute to a more positive outlook for current and future Maharishi students.”
– Chetan Rajput, Category Executive, Rice and Pasta, Tiger Brands
WHAT PEOPLE SAY
“An energetic, creative team that delivers.”
– Croxley Brand Manager
“Through ongoing tailored messaging, dotGOOD has given our initiative a strong advocacy voice and increased the visibility of our work.”
– South African Breastmilk Reserve Executive Director
“We choose to work with dotGOOD because of their expertise in sustainability and their unique ability to reach commercial objectives.”
– Hi-Tec Sports Marketing Director
“The dotGOOD team have proven their dedication to innovation, creativity and doing good.”
– Nedbank Sponsorship Events Manager
““I can confidently recommend the professional, creative and accommodating dotGOOD team – they go above and beyond, no matter the task.””
– Nedbank Sponsorship Events Manager