LPGSA digital campaign grows its social media presence and educates consumers about LPGas
Aprio Digital launched a digital campaign for the Liquified Petroleum Gas Association South Africa (LPGSA) to educate consumers about the benefits of LPGas and to encourage its safe and compliant use. To make full use of the excitement around post-lockdown socialising, the arrival of summer and Heritage Day, the team ran a one-month braai recipe competition in September 2020 to boost LPGSA’s presence on social media. People were encouraged to share their favourite braai hack recipes, tied in with National Heritage Day and Braai Day on 24 September 2020. The social media post and ad copy highlighted that LPGas is a cleaner, safer, healthier alternative to wood and Cadac sponsored a 4-Burner Commander Gas Braai for the prize. Of the 108 entries, five finalists were selected to compete for the winning title by popular vote.
The campaign ran on Facebook and Twitter a total of 108 braai hack recipes were received on Facebook reaching over 12 524 people, with 5009 of those engaging with the post. Twitter attracted 35 braai hack recipes and an impressive 28 838 impressions, with 944 of those engaging with the post. Both Facebook and Twitter platforms had a substantial increase in traffic and new followers. Facebook gained 495 followers, Twitter’s following increased by 262 followers and LinkedIn received an additional 41 followers through the campaign. Banners highlighting the benefits of LPGas for cooking and water heating were also shared on the Daily Sun, SowetanLIVE and The Star websites during September and October 2020.