The insight

Photography is not accessible for marginilaised youth in South Africa. We needed a disruptive influencer strategy that would engage young people in high schools and still appeal to our core photography community.

The idea

Introducing Kidfluencers. We partnered with Blackboard Community and identified young aspiring photographers in underprivileged high schools. They had to have grown a following on instagram. They receive top-tier Nikon cameras and workshops to hone their skills.

The result

• R2.8 earned media

• 84% increase in awareness

• 92% increased income for students

• RO productions