Client’s Challenge
Ackermans needed to reach teenagers and young adults with their CUBE fashion brand, but traditional retail advertising wasn't connecting. The goal was to launch the CUBE Matric Critical Challenge: a competition offering R250,000 for a winning school's matric dance and R50,000 for a winning student. Key obstacles included reaching high school students authentically, inspiring user-generated content, and creating visuals that felt native to TikTok and Instagram while maintaining brand quality.
Solution
We produced visual content for the CUBE Matric Challenge across multiple phases, providing the creative assets needed to drive entries and engagement:
- Competition Launch Video – A high-energy hero video announcing the competition across Instagram, Facebook, and TikTok, clearly communicating the prizes to drive entries.
- In-School Activation Coverage – Documented on-the-ground moments at participating high schools, capturing students engaging with CUBE fashion and preparing their entries.
- Entry Inspiration Content – Short-form videos showing exactly what a winning "CUBE fit" post looked like, giving students a clear template and lowering the barrier to participation.
Result
The content strategy contributed to a highly successful youth engagement campaign that:
- Drove competition entries – Encouraged students across South Africa to post their CUBE fits, generating significant user-generated content.
- Strengthened CUBE's youth positioning – Met students on TikTok, Instagram, and inside their schools, positioning CUBE as a brand that understands matric culture.
- Created lasting social proof – Provided evergreen assets for future campaigns, demonstrating the real impact of the competition prize.
- Supported multi-platform distribution – Content was optimized for TikTok, Instagram Reels, Facebook, and Ackermans' digital channels.
Turnaround Time
24–72 hours including revisions – from school visit to delivered social assets, maintaining momentum during the entry period.