TAKEALOT
According to (Tsele, L. 2017), Takealot is South Africa’s biggest ecommerce retailer, generating around 14 million users every year. I found Takealot to be the best brand choice to use when it came to creating a campaign based around an event that happens once a year. Mental Health Awareness month- October- is a new event that had been created in regards to speaking out about people’s mental health, and owning what they cannot change. I wanted to create a campaign that allowed Takealot to generate happiness, as well as education when it came to the subject of mental health. I launched a campaign for the month of October.
I created an alternate website page for people to log onto, one that was more inviting and soothing for people to spend their time on. We gave people the choice to either stay on the regular Takealot website page, or log onto the new update version. The feedback from the new website was amazing, far more people chose to shop on the new website, and a lot of positive response was heard from the customers. The website was not only changed for the benefit of the customer, there were other features that had been added onto the website- including more research and education on the topic of mental health- allowing people to educate themselves further on the topic.
There was also a new feature added called the self-care rewards stickers. These stickers were created to encourage people who are suffering from a mental health issue to celebrate all the good they do for themselves. Takealot asked their customers- only the ones who were willing- to document their days and write about how they treated themselves on the day. Every little act of self-love was to be rewarded by Takealot and eventually when the people accumulated ten stickers they were rewarded with a 5% discount on their item, people who achieved more stickers- 20 stickers- were rewarded with free delivery and so forth.
To advertise the new look and feel we would post adverts on the Takealot Instagram page to inform people about the new website and what Takealot was doing for mental health awareness. The campaign will run for a month and different infographics will be posted every day of October to educate people further on mental health, as well as the link to the website with more information.