(079) 666-8435

sales@digitlsky.com

Cerebos — Celebrating 80 Years of Generations of Goodness

For Cerebos’ 80th birthday, we created a digital-first campaign that honored the brand’s heritage while engaging a new generation. Through recipe sharing, influencer-led videos, and an 80-year recipe book, the campaign drove massive reach, engagement, and audience growth across social platforms.

6.7M+

video views in 2 months

4.3x

audience growth

The Challenge

Cerebos wanted to celebrate its 80-year legacy in South Africa in a way that went beyond nostalgia. The goal was to honor the brand’s heritage while actively engaging with modern consumers, building a digital audience, and creating a campaign that generated excitement, participation, and long-term brand affinity.

Key objectives included:

  • Growing Cerebos’ digital footprint and audience.
  • Driving social media engagement at scale.
  • Building a digital database (emails, WhatsApp, pixel data).
  • Encouraging competition entries and user-generated content.

The Solution

We developed the “Generations of Goodness” campaign — a celebration of family, food, and heritage.

Our approach included:

  1. Recipe Engagement: Inviting the public to share their family recipes featuring Cerebos.
  2. Community Voting: Allowing the audience to vote on their favorite recipes.
  3. Influencer Collaboration: Producing long-form videos featuring six winning recipes brought to life by local cooking influencers.
  4. Evergreen Asset Creation: Compiling an 80-Year Recipe Book, available for digital download, ensuring the campaign’s impact lasted beyond the activation.
  5. Cross-Platform Execution: Running 189 total posts across TikTok, Facebook, Instagram, and YouTube to maximize reach and engagement.

The Impact

The results far exceeded expectations:

Overall Campaign Performance (2 months):

  • Reach: 5,173,755 people
  • Video Views: 6,749,498
  • Engagements: 1,000,000+
  • Total Posts: 189

TikTok Performance:

  1. Reach: 1,783,032
  2. Video Views: 2,240,220
  3. Engagements: 702,143
  4. Page Growth: +10,225 followers
  5. CTR: 6.5% (vs. 0.84% benchmark)

Meta (Facebook & Instagram) Performance:

  • Reach: 2,468,964
  • Video Views: 4,051,023
  • Engagements: 73,732
  • CTR: 5.23% (vs. 0.33% benchmark)
  • Engagement Rate: 9.72% (vs. 2.08% benchmark)

Efficiency Gains:

  • Cost per 1,000 impressions: R19.55 (vs. R100–R180 benchmark)
  • Cost per video view: >R0.10 (vs. R0.20–R0.40 benchmark)
  • Cost per click: R0.39 (vs. R2–R14 benchmark)

The Takeaway

By tapping into heritage and pairing it with a fresh digital-first strategy, we transformed Cerebos’ 80th birthday into a cultural celebration that united past and present. The campaign not only delivered exceptional engagement and ROI but also grew Cerebos’ digital audience by more than 4.3x.

Generations of Goodness proved that legacy brands can achieve modern relevance by blending storytelling, user participation, and data-driven digital marketing.