Setting momentum for great digital moments
The campaign marks the beginning of an exclusive, strategic South African partnership between MediaCom’s content division, MediaCom Beyond Advertising (MBA) and indaHash. Because indaHash will be exclusively distributed through MediaCom in South Africa, all agencies and advertisers have the opportunity to utilise this unique technology through the MBA division.
The first South African campaign involved the marketing of Revlon’s Great Moments competition. The influencers were asked, through the indaHash app, to select one of the prize holidays, take a photo of the indispensable items they would take along for an expedition and add Revlon deodorant to the picture. Additionally, influencers will tell their followers about the competition and encourage them to participate. The competition runs until 31 October 2016.
With an international platform that is fully automated, indaHash revolutionises the process of collaboration between brands and digital influencers. It was established at the beginning of 2016 and has since gathered over 65,000 influencers, steadily captured new markets and executed more than 200 campaigns for some of the world’s biggest brands, such as Coca-Cola, P&G, McDonald’s, and L’Oréal.
For indaHash, Joanna Pawluk will be responsible for the development and launch of the platform in the South African market, while Mediacom Beyond Advertising will be represented by Federico Dedeu.
Dedeu, head of MBA, says, “The company is excited to be partnering with indaHash, as it is going to revolutionise the way brands are able to work with influencers. We have been consistently seeing the true value of this marketing method. The technology enables brands to easily work with one or 100 influencers at a time, as it manages the contracts and the different payment models. This means that budgets can work harder than ever before. Over and above this, brands retain the rights to the assets created by the influencers, which have production cost savings.”
Pawluk, managing partner at indaHash, adds that in the case of South Africa, indaHash decided to enter the market with a different business model. “Instead of building a local team, we decided on a strategic partnership with MediaCom.”
