Google – #MadeInMzansi | Digitas Liquorice

Insight

Gen Z lives and breathes TikTok! With the introduction of YouTube Shorts, we had to get the youth off TikTok and onto YouTube Shorts. The best way to do this would be with content relevant to South Africa's youth market, but there wasn’t much in this department – especially not in short form videos.

Idea

We used Heritage Day (a South African holiday celebrating the country’s rich heritage) to create a Mzansi-filled feed and mess with the YouTube Shorts algorithm. With the help of local influencers, we created #MadeInMzansi, a Shorts channel that celebrated everything the country has to offer. Content was created for all digital channels to challenge Gen Z to show us what’s so special about South Africa. The results? More than 3 000 Shorts were created in celebration of everything #MadeInMzansi.