HEAVY
CHEF

A CONTENT STRATEGY THAT
EXTENDED HEAVY CHEF'S
REACH FROM THOUSANDS
TO 5 MILLION.

01

THE
CHALLENGE

CREATE AND EXECUTE A MARKETING STRATEGY THAT WOULD REACH THOUSANDS MORE FOLLOWERS

World Wide Creative’s Heavy Chef project is a platform for practical learning – where South Africa’s digital community collaborates, shares ideas and discusses the latest web marketing news. On the back of this initiative, we wanted to create content that would be shareable and talked about and that would increase awareness for the project. The objective of the strategy was to create, curate and converse.

02

THE
SOLUTION

A CONTENT STRATEGY THAT LEVERAGES THE EXPERTISE OF THOUGHT LEADERS AND EARNS THE BRAND THE NO. 1 SPOT ON TWITTER

Curate – Conducting interviews and sourcing articles from Heavy Chef speakers and digital authorities and calling on WWC’s team members to contribute articles, on a range of topics from web development to SEO. Curate – Launching The Heavy Chef Quarterly Review – the first digital marketing focused magazine in South Africa and positioning monthly newsletters as event invitations featuring strategically selected content. Converse – Casting our PR net wide with press releases on platforms like bizcommunity, Marketing Update, Adlip and IAB and focusing on using Facebook and Twitter to disseminate carefully crafted messaging, sparking conversations and learning more about the Heavy Chef community.


CONTENT STRATEGY

03

THE
RESULTS

PHENOMENAL ENGAGEMENT WITH WELL ABOVE INDUSTRY CTR’S

Fully booked events between 180 and 200 people. More than 1500 tweets from over 200 people reaching an audience of over 5 million on Twitter alone at the magazine’s launch event. A 29% average open rate for the Heavy Chef newsletter launching the magazine – 4% higher than the industry average of 25%. A 24% average click-through rate (CTR) for the Heavy Chef newsletter – which is 20.2% higher than the industry average of 3.8%. Achieving the number 1 Twitter trend in SA on event nights. GetSmarter, Ad Dynamo and Microsoft South Africa have seen value in the Heavy Chef brand and have since come on board as event partners.


CASE STUDY
VIDEO

CLIENT
TESTIMONIALS

FEEDBACK FROM OUR CLIENTS

SEAN RILEY, CEO, AD DYNAMO

“Heavy Chef represents an industry-leading event that does extremely well to delve deeply into various marketing and advertising related themes, reaching seasoned digital veterans and those new to the industry. The longevity of this initiative and sustained record attendance is remarkable, and speaks volumes. Ad Dynamo is proud to be involved in what we consider to be the industry benchmark for education, community and development within the digital marketing industry in South Africa.”

TIM WITHERS, MARKETING MANAGER, GETSMARTER


“Heavy Chef contributes huge value to Digital Marketing in South Africa. Fred is tireless in his pursuit of the very best speaking talent – at home and abroad – and his team’s passion and commitment to the Heavy Chef philosophy of learning and sharing is contagious. At GetSmarter, we’re all proud to be associated with such a progressive, positive initiative that helps make our community a better place.”