Ogilvy Cape Town conceptualised '#ISeeYou', which targeted the South African middle class and emerging market, aiming to bring consumers and their stories of success to the foreground.

NATIVE VML collaborated with Ogilvy Cape Town, and the two agencies amplified the concept through a social media campaign so that South Africans could showcase their everyday success and the everyday success of others.

The campaign launched in two phases. Phase one began with an unbranded influencer campaign, which played out across radio, outdoor, and social media (Instagram), where '#ISeeYou' was seeded, aiming to create a call to arms to acknowledge people making a positive contribution and creating familiarity with the ‘#ISeeYou’ phrase.

The branded phase of '#ISeeYou' was launched with a TVC by Ogilvy Cape Town, starring Spoek Mathambo and showcasing five real-life African success stories – that of a taxi driver, a security guard, a Spaza shop owner, an entrepreneur, and a fashion designer.

NATIVE VML turned the stories into video content pieces for social media, encouraging people to share their own stories of success, which were then curated and turned into posts on the '#ISeeYou' Instagram platform.

"'#ISeeYou' turned out to be more than just a brand awareness campaign for Metropolitan. With the help of NATIVE VML, we were able to create authentic content that paved the way into a movement for positive contribution acknowledgement for every day South Africans. The campaign was (and continues to be) a huge success, igniting brand love and spreading positivity in the community," says Llewellyn Allen, head of brand and marketing: Metropolitan.

The campaign grew Metropolitan’s Instagram following by more than 80% and reached more than 500 000 people on Facebook.

"It’s been incredibly inspiring to see how the campaign has inspired a wave of positivity on social media, with South African’s celebrating those that don’t often receive any kind of acknowledgement," concludes Adam Whitehouse, ECD design, NATIVE VML.

For more information, visit www.vml.com. Alternatively, connect with them on Facebook, Twitter or on Instagram by using the #ISeeYou hashtag.