MiWay Tollgate Activations

Case Studies / Influencer Marketing

Influencer Marketing & Activations

An influencer campaign for MiWay insurance, built around road-trip content and activation points at tollgates. Organic content reached 741,745 video views, 204,405 people on Instagram and 25,502 engagements, with 555 hours of watch time on TikTok. It is part of our influencer marketing work.

Client

MiWay

Project

Tollgate activations

Results

TikTok content also earned 555 hours of watch time, at a cost per result of R3.71.

The Brief

Engaging content showcasing the excitement of discovering MiWay activation points during a road trip, encouraging followers to participate in the chance to win prizes.
Influencers share interactive polls or quizzes about road trip safety and insurance knowledge, creating a buzz around MiWay’s activation points.
Influencers share personal stories of how proper insurance coverage from MiWay provided peace of mind during their road trips, reinforcing the importance of getting a quote at activation points.

The Strategy

Unique selling points

Affordable premiums: drive the cost of MiWay insurance through affordability claims (R28 a day).
24/7 roadside assistance: showcase direct scenarios where people wished their insurance company could help, quickly.
Fast claims process: content that speaks to how quickly claims can be processed, with examples.
Tailored coverage: showcasing different coverage scenarios.

Campaign approach

Competition mechanic: driven through social.
Influencer partnerships: working with content creators to highlight value messaging, the competition and the key content pillars.
Travel content: in-car games, engagement mechanics and pre-travel checks.
Activation coverage: photo and video coverage from the activations.