Case study / Old Mutual
Old Mutual. A TikTok campaign with 8.8 million views.
Geeklab developed a TikTok campaign for Old Mutual, built around the #OMRockYourMatric challenge. It invited South African matric students to share how they use the Matric Live and Velle learning apps.
Campaign creative / Social formats / Creator collaboration
Financial services
At a glance
- Client
- Old Mutual
- Sector
- Financial services
- What we did
- Campaign creative, social formats and creator collaboration
The brief
Make study apps something students share
Old Mutual needed a campaign to make the Matric Live and Velle learning apps relevant to matric students on social media.
The challenge
It had to belong on TikTok
Content that feels like an advert is easy to scroll past. The campaign had to suit how students already use TikTok.
The campaign
The #OMRockYourMatric challenge
These two TikTok promos invited matric students to share how they use Matric Live and Velle.
The result
Learning apps, in students’ feeds
The #OMRockYourMatric campaign involved 19 creators, who posted 24 videos to a combined audience of 2.2 million. The challenge recorded 8.8 million TikTok views in 2023.
- TikTok views for the #OMRockYourMatric challenge in 2023
- 8.8 million
More work to explore
Related case studies
City of Johannesburg / Display advertising / Campaign artwork / Social content
Youth Month, across the news
A Youth Month display campaign, run with Motherland OMNi across 11 South African news sites.
UNISA / Reputation / Communications / Campaign work
One voice for every audience
A reputation and communications campaign built on one narrative and adapted for each of the university’s audiences.
How could your campaign invite people to take part?
Tell us who you want to reach and how you’d like them to take part. We’ll discuss the creative idea, formats and creator involvement.
A 30-minute call. No brief needed.