Local Awards for Franke South Africa
Franke takes three major awards at this year's Decorex 2019 - designing for Africa show.
This year Franke South Africa was humbled to receive the Decorex Marketing Award at the Durban, Cape Town and Johannesburg Decorex 2019 exhibitions.
In April of this year, Franke introduced a 'Franke Artist Feature' to their stand whereby a local street artist, Mook Lion, was invited to create a live Mural on the stand. Other pieces of his work were incorporated into the stand design including a hand drawn kitchen splashback drew plenty attention from Interior enthusiasts passing through. On the first day of the 5 day event 'Mookie' created a Mural depicting ‘local wildlife in the kitchen' over a period of 9 hours, while passers-by marvelled. His efforts together with those of the Franke team weren't unnoticed and later that evening Franke was awarded the prestigious Marketing Award at the Decorex Durban Awards Ceremony.
Decorex Cape Town
A month later Franke began preparation for the second round of the countries’ biggest décor and design show, held at the Cape Town Convention Centre. Here again through the platform of the 'Franke Artist Feature', local Capetonian Urban Artist 'Conform' (real name: Wayne Beukes) was given an opportunity to showcase his talent, painting a live mural. Under the theme 'Make it Wonderful' Conform gave visitors to the Franke stand a sense of Franke’s vision to make everyday life a little more special for its consumers and business partners.
The Franke Artist Feature in South Africa was a complimentary addition to the Groups international vision for Franke. "Make It wonderful” launched in 2015 as the Franke Groups global marketing rebranding campaign and tagline. To bring the creative idea to life, Franke commissioned internationally renowned artists including Victo Ngai, Shan Jiang and ilovedust to provide whimsical and humorous insights into everyday moments associated with Franke's product portfolio emotionally. The drawings and doodles show how Franke products lighten people's workload, increase their well-being through social encounters, and turn a house into a home. The Franke Artist Feature in South Africa was a complimentary addition to the Groups international vision for Franke.
Franke went on to win the Decorex Cape Town 2019 Marketing Award.
“This year’s recipient – Franke South Africa – made use of all marketing platforms as well as inviting a local street artist, Conform, to their stand, which created really captivating on-site content and engagement.” Source: https://fran.ke/OWIcID
With some time to reimagine it’s strategy Franke set out to magnify its presence with an out the box campaign for Decorex Joburg which ran from the 7th to 11th August 2019.
Decorex Joburg is the flagship show of the calendar, spread over 6 halls and showcasing over 800 exhibitors. Powerful brands to young and emerging talented decor master crafters and designers. And to stand out in this sea of creative excellence would take much more than a traditional promotional advertising campaign.
With this in mind, the Marketing Team at Franke’s head office in Durban set the objective to use influencer marketing to maximise reach to an extended and untapped audience. And so the 'Franke Influencer Squad' was born - a team of passionate interior design and architecture students from various institutions across Gauteng, and levels of study. Post Millennial “Gen Z”’s – these young and dynamic “digital natives” are the future influencers of our industry.
Influencer marketing is the fastest growing marketing practice and media channel worldwide. The benefits of influencer marketing over paid media are well documented, with engagement rates highest amongst Nano-influencers. Smaller influencers are also considered more trust-worthy and hence more likely to ‘influence.’ Generally most South African influencer campaigns use celebrities based on their large number of followers. This has mainly been due to the difficulty in manually identifying, verifying, and working with smaller influencers. (source: https://fran.ke/VR2a43i)
Franke Influencer Squad
Applications to join the squad were opened up for 24 hours on social media. The final selection of the Squad was done based on applicants social media feeds, their following, and the quality of their content. The final Squad joined the Franke team representing the Brand at the show, where they reported on their Decorex experience and on various trends and finds across all 6 halls via their Instagram feeds.
As expected, before the show had even commenced, Franke's notifications began to explode which with tags of a variety of very authentic and engaging posts, all unique to the personalities of the members of the Squad. Oftentimes students are most immersed in their field during their student life, with an unleashed zest for learning, and a complete passion for their chosen field. Franke’s Squad of students brought that absolutely contagious energy and excitement and compounded what is already the most exciting trade show of the year.
“This year’s recipient produced a phenomenal social media campaign that included pre-show and on-show competitions, involving the next generation.” Source: https://fran.ke/EieF498
The campaign met all the objectives set out, and taking home the coveted Decorex Marketing Award at the Decorex Joburg Exhibitor Stands’ Awards on was a delightful reward for the Franke Team.
“The Decorex shows offer an array of inspiring new ideas and the latest in trends and are a great platform for the customer, interior designer and architect to engage with our brand. Internally, our Marketing team look forward to the challenge of bringing the Franke brand to life from vision to concept to build for the visitors to the show. Chris Rothman, Franke South Africa Marketing Manager
Visit makeitwonderful.co.za for more detailed information on these and other Franke Marketing Initiatives.