SABC1 siON - Youth Reignited

Celebrating youth culture on South Africa's #1 channel. A digital movement that turned declining youth viewership into a billion-impression comeback story.

executive
summary

To revive SABC1's relevance with young audiences, we launched a dynamic digital-first campaign across TikTok, YouTube, and Instagram featuring influencer-led challenges, real-time memes, interactive polls, and trending content series. This fresh, viral approach transformed the channel's social presence, drove massive engagement, and positioned SABC1 as the must-watch broadcaster for South Africa's youth.

Client: SABC1 (South African Broadcasting Channel 1) was facing dwindling youth viewership and low social engagement as young audiences migrated to YouTube, TikTok, and streaming services. The challenge was to reignite SABC1's cool factor and reconnect with the youth on digital platforms by creating online buzz, supercharging social media engagement, and ultimately boosting TV viewership among young South Africans.

the
challenge

our
implementation

Launch Teaser & Promo

Hype from the get-go: Two days pre-launch, a network of influencers lit up social media with cryptic red-box posts to spark curiosity. This was followed by a high-energy promo video starring SABC1's biggest actors and artists, seeding the "SABC1 is ON" message and building anticipation.

Real-Time Engagement Content

Edgy & relevant: During prime-time shows, we live-posted hilarious memes, GIFs and inside jokes in real time. Each meme riffed off on-screen moments (from drama twists to celeb cameos), flooding Twitter and Facebook feeds with shareable content that kept SABC1 trending and fans laughing.

Gamification & Interactive

EPlayful engagement: We introduced interactive social games - from quick-fire polls to "caption this" challenges - tied to SABC1 shows. Fans could test their knowledge, predict plot outcomes, and compete for bragging rights. This gamification approach deepened involvement, as viewers weren't just watching, they were playing along.

#SABC1siON Rap Challenge

UGC at its best: We launched a nation-wide rap contest on social media, inviting five of SA's biggest rappers to drop verses about SABC1 and challenging the public to remix the beat with their own lyrics. The incentive? Winners got their rap videos featured on SABC1's platforms and scored VIP tickets to the SA Hip Hop Awards. The campaign exploded with entries - from up-and-coming artists to a surprise submission by Grammy-nominated group Just 6 - turning fans into co-creators and amplifying our reach.

the
results

1000+

Posts

12.9 million

Engagements

38.4 million

Users Reached

2.37 billion

Impressions

#SABC1siON completely transformed how we engage with our young audience. It's the first time in years that teens and twenty-somethings were proudly talking about SABC1 on social media. This campaign not only delivered record-breaking numbers, it reignited a genuine love for the brand among the youth.

Dichaba Phalatse, Manager: Marketing (Video Entertainment), SABC1

why it worked

Cultural Relevance

By leveraging local humor, slang, and trending topics, the content struck an emotional chord. Young viewers saw their own culture and daily life reflected in the memes and challenges, making SABC1 feel authentically theirs again.

Mass Participation

The campaign's interactive mechanics turned passive viewers into active participants. Thousands of fans jumped into the rap challenge and games, creating a UGC snowball effect that kept the momentum going. Every entry and share magnified the campaign's visibility.

360° Buzz

The campaign generated 360° buzz across TV, radio, social and digital platforms. It was the most talked-about show on SABC1's social media channels, with fans and influencers alike sharing their excitement and creating a wave of positive sentiment.

Reward & Recognition

Not only did #SABC1siON shatter engagement records, it became award-winning. The campaign garnered significant media coverage (including a feature on Morning Live) and clinched a Promax Africa Award for its innovative execution - cementing SABC1's comeback as a benchmark for digital campaigns.