News24 Mandela100
2019 Finalist

News24 Mandela100

24.com

Cape Town , South Africa

Category Best Idea to Grow Digital Readership or Engagement

Media associated with this campaign

Overview of this campaign

In celebration of what would have been former president Nelson Mandela’s 100th birthday on July 18, News24 set out to honour 100 young South Africans who embody the characteristics he was best known for. The main objective was to drive user engagement. To do this we created a special News24 site that served as a hub for all our Mandela birthday-related content.

We used social media to send out a call to action to South Africans to nominate people from all walks of life, aged 35 and younger, who can be considered Mandelas of the future. Entries had to motivate why the nominees stand out in one of five categories: leadership, compassion, resilience, creativity and vision.

The profiles of the final 100 were published on a specially built News24 subdomain which allowed users to read and consume beautifully curated editorial content on Mandela's birthday all in one place. The site's content was promoted on News24's home page, mobile site and app as well as Twitter and Facebook.

We published three video stories: A 360° video of Madiba's birthplace, Qunu, a choreographed message from the youth and a collection of birthday messages from well-known South Africans.

In the week leading up to July 18, we published think pieces on the meaning of Mandela in 2018 by global voices such as Bill Clinton, Richard Branson, Phumzile Mlambo-Ngcuka and Zelda la Grange.

The site also boasted a timeline of Mandela's life and a playlist of songs that reminds us of him.


Results for this campaign

The Mandela100 site and 100 Young Mandelas of the Future was a News24 editorial project, executed by editors and journalists with assistance from our commercial, marketing and product teams. The project is a perfect example of how beautiful editorial content can be leveraged for commercial value. The results spoke for themselves:

1200 entries for the Young Mandelas of the Future competition

616 000 pageviews (Source: Google Analytics, 02/07/2018 – 31/07/2018)

275 245 users (Source: Google Analytics, 02/07/2018 – 31/07/2018)

7 000 video plays (Source: YouTube, 02/07/2018 – 31/07/2018)

The project was officially endorsed by the Nelson Mandela Foundation whose logo we proudly displayed on the website.

The project led to national and international media exposure as young Mandelas were interviewed on TV, radio and in print locally and in Germany.


Contact

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