Ensuring an influencer marketing campaign goes viral

By our News Team | 2021

Five great lessons to learn from the success of #LetsRebuildTogether that you can leverage in your next influencer campaign.

Following violence and looting in South Africa in July, the National Lottery’s agency, Wetpaint Advertising, launched the #LetsRebuildTogether campaign. It accessed micro-influencers through Webfluential and nano-influencers through theSALT to create an authentic campaign.

In less than 24 hours, it amassed over 10-million views. The hashtag #LetsRebuildTogether trended higher than the Nelson Mandela Day hashtag on Twitter. 

There are a number of reasons why the campaign did so well, explains Pieter Groenwald, CEO and founder of theSALT, a micro-influencer marketing platform. The first reason is that Lotto SA wasn’t afraid to have a voice. Brands that stand for something are more authentic. This means consumers can connect with them, but it also means that influencers can connect with them. This results in an incredibly powerful campaign.

Influencer marketing

Image by mohamed Hassan from Pixabay

While not every campaign can (or will) go viral, here are some great lessons that Groenewald believes we can learn from the success of #LetsRebuildTogether:

  • Start with an objective: Lotto SA wanted to show unity and support for the victims of the looting, They highlighted that, as a brand, they still believe in a positive future for South Africa. This is critical – without a clear objective, it’s impossible to choose the right influencers to work with or the best platforms for a campaign.
  • Choose the right influencers for your brand and message: This was a campaign of positivity. #LetsRebuildTogether was about standing up to say, ‘we believe in South Africa’.
  • And then trust them: Ultimately, influencers make the biggest impact when they can speak freely. That is exactly what happened here. 
  • Choose the right medium: Where is your target audience? Where are they having the conversations that you want to be a part of? Twitter tends to be highly political and so the strategy was to bring some positivity and hope to the conversations around looting and rebuilding South Africa.
  • Positivity can win the day: A good dose of positivity is often exactly what we need.


Source: Pieter Groenwald, CEO and founder of theSALT, (a Nfinity Media company) a micro-influencer marketing platform.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.