Ricochet News

Celebrity influencers failed to #ShareTheBay, Tweeps unimpressed

Sep 16, 2019
Celebrity influencers failed to #ShareTheBay, Tweeps unimpressed

Port Elizabeth - Over the weekend, the tagline #ShareTheBay was trending on Twitter and undoubtedly many locals probably thought it was a good thing, until they followed the conversation. The #ShareTheBay campaign had not gone according to plan; it was actually trending as blowback from what many people considered it a campaign that failed to ignite interest in the Bay days earlier.

Launched in 2015, the #ShareTheBay campaign seeks to encourage locals and visitors to post about their wonderful experiences in Nelson Mandela Bay on social media using that same tag so as to encourage others to visit and explore the Bay and its amazing offerings.

But if all publicity is good publicity, then the Nelson Mandela Bay Municipality and its partners probably got their money’s worth. For many, it ended up being a lesson in how to or not  when conceptualising influencer-driven social media campaigns. 

It all started on Monday last week when the Nelson Mandela Bay Municipality hosted 12 celebrity "influencers" - social media personalities with enough credibility muscle in specific industries and a huge audience that they can persuade to act based on their recommendations.



Getting all these celebrities to Nelson Mandela Bay and hosting them on a four-day all-expenses-paid trip did cost the Metro and local businesses that participated in the campaign a considerable amount of money. The celebrities did not just come for their love of the Bay - it's business.

However, it emerged that this influencer-driven social media campaign had dismally failed. For example, only five of the celebrity influencers – Mneno, Moeketsi, Mohale, Selekane and Foster, had actually met their end of the bargain and actually shared photos of where they were in the Bay with their thousands of followers. 




On Sunday, many also took to Twitter to throw shade at the campaign.








However, Nelson Mandela Bay Municipality Executive Mayor, Mongameli Bobani, responded that no taxpayers had been mismanaged in the execution of the failed campaign.




Responding to Tweets that the Nelson Mandela Bay Municipality and the businesses that were partners on this campaign could have received better return for their investment had they used local influencers, Bobani, Tweeted:





In the end, #ShareTheBay was trending - just not as those, who conceptualised it had thought. 

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