Superbalist.com is well-known as a South African online retailer, having rebranded from Citymob in 2013 and merged with Takealot in 2014. Now it’s got even more digital clout with the addition of the title ‘biggest winner for a single brand at the 2016 IAB Bookmark Awards’, held earlier this month in Newtown. That’s impressive to start with – even more so when you consider that 2016 was seen as the most competitive year yet at the Awards, with this eighth rendition featuring a record-breaking 700 entries across the board. Nominated for 13 finalists, they picked up six awards for their fresh and engaging digital presence and innovation, and here's the true kicker: They did so without any agency involvement.
Jedeikin exclusively shares why Superbalist prefers to do all development, writing and design in-house, particularly as they pursue opportunities to further reinforce their positioning as the number one online youth fashion destination in SA…
Jedeikin: There were specific submission criteria for the awards: A short, sharp overview of the creative and importantly, the results. That said we were quite unprepared, with no previous experience in submissions of this kind. Members of the team were up until 1am posting submissions, but super-passionate as the work is ours.
Jedeikin: In no way do we mean to undermine agencies or their contribution to the industry. Superbalist publishes an astonishing volume of creative content across packaging, digital and ATL channels. As a brand that lives primarily in the digital space, it made sense for us to develop an in-house competency there. It was nice to demonstrate that creative excellence is not exclusive to agencies and that in-house models can work, too.
Jedeikin: The calibre of thinking and creativity in SA has always been globally competitive. Creatively, I believe we are aware of and aligned to global trends. But it’s early days and for the most part the award-winning digital work is for traditionally offline brands wanting to build an online competency. The rigour around digital performance-based marketing is always going to be led by the e-commerce sector, which remains tiny in SA.
Time for some digital retail creativity then. Click here for more on Superbalist, and here for a reminder of this year’s IAB Bookmark 2016 winners.
