Beautiful News a winning formula
2 November 2017
Content marketing platform, Beautiful News, has achieved its target of sharing 365 uplifting short films in one year about the positive South African experience, reaching more than 500m consumers across all platforms.
Created by Ginkgo Agency, and made possible by Mercedes-Benz South Africa, Beautiful News is a dedicated to unearthing inspiring, uplifting and authentic South African stories. From its launch on 1 November 2016, it set out to share one short film every day, telling a positive South African story. Today it delivers on that promise with 365 stories that celebrate the SA spirit.
Statistics supplied by BMI indicate that Beautiful News achieved total international reach of over 500m and a market research survey, conducted by Publicis Machine on behalf of Mercedes-Benz South Africa, showed 70% of the sample audience felt hopeful about the future of the country after viewing Beautiful News, compared to just 47% pre-exposure.
Says Adrian Steirn, founder of Ginkgo Agency and Beautiful News, “It has resonated beyond South Africa by reaching over 67 countries. Content was shared with local and international passengers through distribution partnerships with Airport TV, Mango Airlines, African People Mover, and the V&A Waterfront. By delivering daily authentic and meaningful content that is beautifully crafted, we have cut through in an always-on environment and engaged a growing and loyal audience.”