The Shell Helix Ultra Cup is a one-off football match played annually between two of the biggest soccer teams in South Africa, Kaizer Chiefs and Mamelodi Sundowns. The purpose for the client, Shell, was to both engage with the fanatical South African soccer supporter, and to align itself with the most popular sport in the country.
The inaugural Shell Helix Ultra Cup, in 2018, generated very little conversation on social media, and drew very few supporters to the stadium. This was the result of poor marketing but, more specifically, very little understanding of the local soccer landscape. For the 2019 event, they wanted to reach the right audience, get people talking about the match, and get bums on seats.
Drawing on our combined 35 years of experience in the local soccer market, we devised a content strategy which immediately got people talking about the Shell Helix Ultra Cup. These included original and in-depth feature and analytical articles relating to the two clubs, as well exclusive video interviews with past Chiefs and Sundowns players. These content pieces, along with daily news snippets, lived on a website which we also built for the client at short notice (www.shuc.co.za). Furthermore, we engaged with five of the top social media influencers in the country to further fuel the flame ahead of the match.
In the month leading up to the match, we managed to get almost 25 000 Unique Users to the website, along with just under 65 000 Page Views at an average session duration of 70 seconds, suggesting the content was highly engaging. And, between the five influencers, we got over 650 000 impressions and just short of 40 000 engagements with Shell Helix Ultra Cup-related messaging across Twitter and Facebook. And as for the game itself, six times as many people attended the 2019 match compared to the one a year before.
"We ran a very successful campaign for our client, Shell, for the Shell Helix Ultra Cup in 2019 and Wishlist’s involvement was incredibly woven into the successful outcome. From tight turnarounds, to personal involvement with the details of what was briefed in, to going over and above the expected outcome, they were all around brilliant. Dealing with them was refreshing and am so glad to be able to continue dealing with them on other projects going forward." - Kerryn Brackenridge, Senior Digital Media Strategist at Wunderman Thompson