Ithuba : #OpenVerseChallenge 2023
Case Studies
Case Study
Overview
From June 1 to August 30, 2023, Tru Blaq orchestrated the highly impactful Open Verse Challenge campaign on behalf of Ithuba. This initiative was strategically designed to elevate brand awareness and foster authentic engagement through an innovative, multi-platform social media activation.
Strategic Execution
Leveraging our extensive network of influencers and creative partners, we collaborated with five distinguished South African artists : Cassper Nyovest, DJ Tira, J Something, Nkosazana Daughter and Lady Du, each representing a different genre: Hip-Hop, Gqom, R&B, Afro Soul, and Amapiano. These artists crafted open verse songs that invited audiences to participate by composing their own lyrical contributions, with a compelling incentive of R25,000 for the top entries per genre. Crucially, the artists seamlessly integrated key brand identifiers—“Lotto,” “Ithuba,” and the memorable tagline “Phanda, Pusha, Play”—into their musical pieces, reinforcing brand messaging.
Supporting this core content were over 200 influential voices, including Anele Zondo, Major Steeze, Khanyisa Jaceni, and Mandz Not Hot, amplifying reach and resonance across diverse audiences. To catalyze participant engagement, we launched a TikTok Dance Challenge, supported by Soweto’s Finest, Hope Ramafalo, Chad Jones, and Matthew J Power, which significantly boosted user interaction and viral sharing.
The campaign’s multi-channel strategy spanned X (formerly Twitter), TikTok, Facebook, and Instagram. Our end-to-end influencer approach, integrating both micro and macro levels, ensured comprehensive reach, optimised engagement, and community participation.
Results
The campaign’s outcomes surpassed expectations, generating over 1 billion impressions and reaching nearly 250 million users. The fusion of dynamic content, strategic influencer partnerships, and emotional storytelling fostered a compelling brand experience that resonated widely.
Conclusion
This case exemplifies Tru Blaq’s mastery in crafting innovative, cross-platform digital campaigns that deliver unmatched reach and engagement. Our ability to synergise influencer relations, creative content, and data-driven strategies underscores our leadership in the digital marketing landscape, empowering brands like Ithuba to achieve transformative results.
Discovery : #DriveNowTextLater 2025
Overview
In a strategic collaboration with Discovery Insure and BP South Africa, Tru Blaq expertly executed the #DriveNowTextLater campaign, an impactful initiative designed to address the growing danger of texting while driving. With road safety at the core, the campaign’s primary objective was to raise awareness, inspire behavioural change, and foster long-term commitment to safer driving habits across generational lines.
Spanning from April to June 2025, Tru Blaq leveraged its deep industry expertise to source, vet, and onboard 10 highly influential digital voices. The Goal : to deliver a powerful, life-saving message that resonated authentically across a wide demographic spectrum.
Strategic Execution
At the heart of the campaign was a multi-platform influencer strategy designed to maximise both reach and relevance. Our creator roster featured a carefully curated mix of talent, each selected not just for their reach, but for their resonance and credibility within their respective communities.
Prominent TikTok creators such as Mrs Bee, Chanley Wong, and Tee Pillay brought dynamic, relatable content to younger audiences, while established couple influencers RegoDise and The Benekes added a layer of family and relatability for millennial and Gen X viewers. The inclusion of distinguished brand ambassadors Jo-Ann Strauss and Lucas Radebe, aligned with the Discovery Group, lent the campaign both gravitas and widespread appeal.
Each influencer was tasked with developing original, heartfelt content that encouraged their audiences to take a digital pledge against texting while driving. This was visually represented through custom campaign stickers—used as symbolic reminders to pause and prioritise safety behind the wheel. Messaging was strategically crafted to blend call-to-action urgency with emotional resonance, driving both participation and behavioural intent.
The campaign was primarily deployed on TikTok and Instagram, where visual storytelling and community engagement thrive. Facebook and X were utilised as supportive amplification channels, ensuring coverage across varying audience touch points.
Results
The campaign delivered outstanding results, far exceeding industry benchmarks for influencer-led public safety campaigns.
•Millions of impressions and extended reach were achieved across all platforms.
•High engagement rates demonstrated deep audience connection with the content and messaging.
•The pledge component effectively translated awareness into behavioural advocacy.
Conclusion
The success of the #DriveNowTextLater campaign stands as a testament of our agency’s continued leadership in the influencer marketing space, shaped by six years of though leadership. It also underscores our understanding of cross-generational audience insights, and a proven ability to unite both high-profile talent and emerging creators around meaningful social causes.