Phone Number
Email Us
FY26 / Integrated media case study
STRONGBOW.
ONE CONNECTED CAMPAIGN.
Television scale. Digital engagement. A connected campaign across South Africa brought Strongbow’s brand and flavours into the moments that matter.
The brief / South Africa
BUILD THE BRAND.
BRING THE FLAVOURS TO LIFE.
Strongbow needed broad brand visibility alongside product and flavour education. The FY26 campaign connected television, Meta, TikTok and YouTube across Mother Brand, Dry, Berry, Golden and Ultra.
Robust gave each channel a distinct role: national awareness through television, interaction through social, and deeper video attention to support consideration.
The connected approach
EVERY CHANNEL.
A CLEAR ROLE.
01 / Build awareness
Television creates scale.
Mother Brand and flavour executions built reach, frequency and visibility across the brand portfolio.
02 / Drive engagement
Social invites interaction.
Meta and TikTok used platform-specific formats to encourage engagement and short-form video consumption.
03 / Deepen attention
Video builds the next audience.
YouTube supported video storytelling, while engaged audiences created opportunities for consideration and retargeting.
H2 campaign delivery
MORE DELIVERY.
LESS THAN PLANNED SPEND.
44.2M
Reported reach
147.4M
Impressions
7.0M
Engagements
3%
Below planned media spend
H2 delivery exceeded the reported plans for reach, impressions and engagements. Media spend closed at R8.01 million against a planned R8.25 million.
| H2 metric | Planned | Delivered |
|---|---|---|
| Media spend | R8.25M | R8.01M |
| Reported reach | 40.3M | 44.2M |
| Impressions | 137.5M | 147.4M |
| Engagements | 3.6M | 7.0M |
Source: FY26 campaign report, H2 scorecard. Figures are rounded as presented. Reach is reported across campaign activity; the report does not establish a deduplicated audience across platforms. Quarterly results below are reported separately and are not added to these H2 totals.
Channel stories
SCALE. INTERACTION.
ATTENTION.
01 / Television
Build national visibility.
Television delivered 762 TV ratings points, 57.8% reported reach and 31.2 million reported views. TVRs finished 17% above target, with cost per rating point 14% better than plan.
02 / Meta
Give people a reason to engage.
Meta generated 3.2 million Q4 engagements. Multiple creative variants helped the brand carry its message across different product stories.
03 / TikTok
Meet the short-form moment.
TikTok delivered 11 million Q4 video views. Dry led the platform’s product performance for video views and average viewing time.
04 / YouTube
Make room for the story.
YouTube supported video storytelling and reported a 21.1% engagement rate with 7.2 seconds of average view time. Berry was the strongest product performer on the platform.
Paid social / Flight highlights
TWO FLIGHTS.
STRONGER DELIVERY.
Q3
Reach beyond the plan.
R350.9K media spend supported 13.3M reported reach, 52.1M impressions, 3.2M engagements and 7.8M video views. The campaign report records reach at 212% above plan and engagements at 437% above plan.
Q4
Keep efficiency in focus.
R800.9K media spend delivered 18.0M reported reach, 96.8M impressions and 4.1M engagements. Spend finished 23.6% below plan, with engagements 21.6% above plan.
Quarterly paid-social results use the reporting scope in the campaign’s flight-performance summary. They should not be treated as a reconciliation of the H2 scorecard.
Product and flavour stories
ONE BRAND.
MORE REASONS TO CONNECT.
| Creative | Role in the campaign | Reported performance |
|---|---|---|
| Mother Brand | Anchor awareness and a consistent Strongbow identity. | 203.1 TVRs and 34.7% television reach. |
| Golden | Connect product awareness with interaction. | Strongest all-round performer across Meta and TikTok. |
| Berry | Bring flavour storytelling to video and television. | Strongest YouTube performer and leading television variant. |
| Dry | Build short-form video attention. | Led TikTok video views and average viewing time. |
| Ultra | Support targeted portfolio communication. | Carried a distinct product message within the broader campaign. |
Media value
BUY WITH PURPOSE.
MAKE THE INVESTMENT COUNT.
R20.0M
Reported television rate-card value
R13.8M
Reported media saving
68.9%
Rate-card discount
R8,140
Cost per rating point
Television buying paired national scale with a substantial discount against rate-card value. These figures describe negotiated media value, rather than a measured sales return.
Source: FY26 campaign report, television value and media efficiency. Monetary values are rounded in the presentation.
How Robust managed performance
WATCH THE SIGNALS.
KEEP THE CAMPAIGN MOVING.
01 / Delivery
Track the plan.
Monitor spend, reach, impressions and pacing against each channel’s role.
02 / Attention
Read the response.
Review engagement, video views, viewing time and performance by product and format.
03 / Optimisation
Back stronger activity.
Use campaign evidence to guide creative rotation, budget choices and the next consideration audience.
The result was a connected media programme that exceeded its reported H2 delivery targets while finishing below planned spend. Television and digital each contributed a different part of the campaign’s reach, engagement and attention.
Start a conversation
READY FOR
YOUR NEXT MOVE?
Bring us your ambition. We’ll help turn it into a connected media plan.
