The campaign, which launched in November 2017, aims to push the boundaries of a traditional through-the-line campaign by taking the most popular posts from 60 social influencers and broadcasting them on digital billboards across Gauteng and the Western Cape.

The campaign has achieved a unique follower reach of 900 000 and an engagement rate of six percent. Since arriving in South Africa in September 2016, SOL beer has aimed to market its brand with the same spirit the authentic Mexican beer is famous for.

"SOL is all about offering our fans bold, fresh new experiences that are firsts for South Africa. With this campaign, we’re moving beyond a purely digital campaign and we’ve found a clever way to integrate a social media campaign into an above-the-line medium," says Katie Lu, SOL senior brand manager.

The interactive campaign sees social influencers post about what their idea of freedom in the sun is, aiming to show just how many ways there are to celebrate the summer sunshine and independent Mexican spirit that SOL embodies.

Every day, three of the best posts are broadcast on digital billboards across Johannesburg, Pretoria, and Cape Town, aiming to show that digital campaigns can translate into the traditional media space. The campaign uses a variety of different influencers to engage with a wide range of audiences.

"By using a wide variety of influencers, we can extend the reach of the campaign through the secondary audiences of the influencers, adding real value to the campaign," says Lu.    

Lu concludes, "We wanted to celebrate the arrival of summer with a special campaign. With this campaign, we show that it’s possible to run a pioneering campaign that resonates with people online and convert that into the traditional media space quite easily. It has been really exciting to open up a conversation online and then bring that conversation across into the outdoor media space to reach even more people."

For more information, visit www.heinekensouthafrica.co.za. You can also follow SOL on Facebook.