Cashtime naked truth
Consolidated Campaign Report
What did we set out to do?
There were a lot of negative rumours about a) how Cashtime Life operates, b) how it prioritizes its artists and c) about the artists themselves.
We needed a creative and effective solution to address these issues using social media.
What did we end up doing?
We decided to address all the above-mentioned issues using #CashtimeNakedTruth “twitterviews”.
For 5 days straight, artists could take questions from their biggest fans and answer them in real-time.
For maximal impact, we collaborated with some of SA’s biggest music channels, radio stations and online blogs.
Day 1 - Maggz
Day 1 - MAggz
Headline results - 1
Questions answered: 75
Mention Increase:
From 13K impressions to 300K
From 24 RTs to 430+
From 6 likes to 280+
Campaign day engagement: 1.1 - 3.2%
Headline results - 2
Tweets sent on day had the most impact out of any in the past month
Noteworthy Highlights
Free coverage in Slikour on
Life
Additional content ideas
Female inclusion at CTL: https://twitter.com/Maggz100/status/727120827397840896
Featuring K.O in a song: https://twitter.com/Maggz100/status/727113560522932224
Relationship with Da LES and AKA: https://twitter.com/Maggz100/status/727112799227367424
Tweep blocking: https://twitter.com/Maggz100/status/727107526429401088
Relationship with Glitz Gang: https://twitter.com/Maggz100/status/727106695579717632
Day 2 - MAdoes
Headline results - 1 (TBA)
Questions answered:
Mention Increase:
From
From
From
Campaign day engagement:
Headline results - 2 (TBA)
Noteworthy Highlights
Ma-E enjoyed a lot of lucrative self-promotion opportunities
GhandaGhanda Tour: https://twitter.com/MaEzeeDoesIt/status/727475856524869632
His label-mates’ projects: https://twitter.com/MaEzeeDoesIt/status/727465003532574724
Video to Lie 2 Me: https://twitter.com/MaEzeeDoesIt/status/727460302762156032 | https://twitter.com/MaEzeeDoesIt/status/727457468947795968
Talking about songs that are on his album that people might not have heard about: https://twitter.com/MaEzeeDoesIt/status/727459378870255617
Additional content ideas
The streets want to know what’s really good with:
A Teargas reunion: https://twitter.com/Khul_Ace/status/727456160647925761
CTL’s relationship with Ntukza: https://twitter.com/Jeff_hound/status/727456629529186305
Who does Cashtime have beef with? https://twitter.com/Stun_da_mafia/status/727455657549565953
Is Ma-E and the rest of CTL not feeling sidelined by K.O: https://twitter.com/FoxTheRaper/status/727461724207632385
Day 3 - dj Vigilante
Headline results - 1
Questions answered: 120
Mention Increase:
From 15K impressions to 273K
From 16 RTs to 510
From 26 likes to 503
From 6 replies to 220
Campaign day engagement rate: From 1.3 - 3.3%
Headline results - 2
Tweets sent on day had the most impact out of any in the past month
Noteworthy Highlights
Free coverage in Sowetan Live: https://twitter.com/SowetanLIVE/status/728290954726117376
Free coverage in Times Live: https://twitter.com/TimesLIVE/status/728186448743038977
Free coverage in YoMzansi: https://twitter.com/yoMzansi/status/728550598111592449
Free coverage in Slikour on Life: https://twitter.com/slikouron/status/728920612807258113
Additional content ideas
A lot of people wanna be signed to the stable. Gave me a competition idea: https://twitter.com/DJVigilanteSA/status/727839502429999104
People are interested in hearing him rap: https://twitter.com/DJVigilanteSA/status/727831416898256897
Day 4 - kid X
Headline results - 1
Questions answered: 105
Mention Increase:
From 27K impressions to 400K
From 22 RTs to 709
From 72 likes to 820
From 15 replies to 400 (can’t own all 485 of them because of #iPati campaign)
Campaign day engagement rate: 1.4 - 2.8%
Headline results - 2
Tweets sent on day had the most impact out of any in the past month
Noteworthy Highlights
Answer to Favourite local song got the most RTs: https://twitter.com/KidXSA/status/728189866001977345
Free coverage in Slikour on Life: https://twitter.com/slikouron/status/728555623919587328
Additional content ideas
People were asking for about new music a lot, which was delivered later that day.
There are also quite a lot of people asking what artists he’d like to collaborate with.
Day 5 - K.O
Headline results - 1
Questions answered: 70
Mention Increase:
From 95K impressions to 600K
From 100 RTs to 880
From 184 likes to 1300
From 35 replies to 474
Campaign day engagement rate: 2.0 - 3.1%
Headline results - 2
Tweets sent on day had the most impact out of any in the past month
Noteworthy Highlights
Live video posting (unique content): https://twitter.com/MTVbaseAfrica/status/728544815122661376
Campaign was acknowledged by external artists: https://twitter.com/MrCashtime/status/728574389705441280
Coverage in Times Live: https://twitter.com/TimesLIVE/status/728186448743038977
Coverage in Sowetan Live: https://twitter.com/SowetanLIVE/status/728290954726117376
Coverage in Slikour on Life: https://twitter.com/slikouron/status/728572443573497856
Additional content ideas
There’s quite a lot of people who’d like to know if there’s (still) beef with Cassper:
https://twitter.com/MrCashtime/status/728559519731724288 |
https://twitter.com/MrCashtime/status/728564802117832704 |
https://twitter.com/MrCashtime/status/728571314634633217
Future collaborations were a major conversation
Done & dusted