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.