← All work
05 / Selected work / SAMWUMED

REEL SKILLS.
REAL WINS.

A football-inspired campaign designed to turn the right followers into active participants.
not just a numbers game ↙
SAMWUMED Reel Skills Real Wins campaign creative featuring a footballer performing a bicycle kick
CAMPAIGN CREATIVE / SAMWUMED / CONCEPT, STRATEGY & COPY
Social strategyConcept developmentCampaign copywritingMember engagement
01 / The brief

MORE
THAN A
FOLLOW.

SAMWUMED wanted to grow its Facebook and Instagram following among existing medical scheme members.

But conventional paid follower campaigns risked attracting people outside the member base. The objective wasn't simply a bigger audience. It was a more relevant one.

Our challenge: give members a compelling reason to follow, participate and keep engaging, using competitions and the communication channels they already knew.

02 / The thinking

PLAYERS.
FANS.
EVERYONE.

Football offers a shared language across South Africa. But a skills competition alone would exclude supporters who love watching the game more than playing it.

So the concept created two ways in: show your skills by uploading a football reel, or back your favourite by voting for an entry.

You didn't need to be on the pitch to be in the game.
03 / The big idea

REEL SKILLS.
REAL WINS.

A simple, memorable proposition with a double meaning: real football skills, shared through Reels, with the chance to win official merchandise from a favourite national team.

The mechanic gave members a reason to follow SAMWUMED on Facebook and Instagram, create content, vote and engage. The wider concept also offered a natural connection to the scheme's Sports Injury Programme.

Carousel frame one: Reel Skills Real Wins campaign introduction
01 / THE HOOK
Carousel frame two inviting players to demonstrate their football skills
02 / FOR THE PLAYERS
Carousel frame three inviting supporters to vote
03 / FOR THE SUPPORTERS
Carousel frame four showing the steps to participate
04 / HOW TO PARTICIPATE
Carousel frame five calling for entries
05 / THE CALL TO ACTION
04 / Beyond the feed

ONE IDEA.
MORE TOUCHPOINTS.

The campaign concept extended beyond the carousel into supporting member communications, including email messaging and digital banners. The broader acquisition strategy proposed reaching existing members through owned channels rather than relying on indiscriminate follower ads.

SAMWUMED social media follow campaign website banner, green treatment
SUPPORTING SOCIAL-FOLLOW CAMPAIGN BANNER / GREEN TREATMENT
SAMWUMED social media follow campaign website banner, blue treatment
SUPPORTING SOCIAL-FOLLOW CAMPAIGN BANNER / BLUE TREATMENT

These banners are from the wider SAMWUMED social growth campaign and are shown as supporting campaign assets, not as soccer-specific creative.

05 / My contribution

THE THINKING
AND THE
WORDS.

Creative strategy, campaign concept development, participation mechanic, messaging and copywriting across the proposed campaign.

Creative strategyConceptCopySocial

Selected football-themed social competition concept and campaign artwork. My contribution: campaign concept, strategy, messaging and copywriting. Visual design was collaborative.