Pioneer Foods launched the Siyanqoba Stokvel Club to engage directly with South Africa’s R50 billion stokvel market, creating meaningful connections and driving sales across its Essential Foods portfolio. Combining digital innovation with in-store activations, this campaign was designed to increase basket sizes, foster brand loyalty, and build a POPIA-compliant database for future engagement.
Campaign Highlights
- WhatsApp Engagement Platform: The Siyanqoba Stokvel Club used WhatsApp to deliver recipes, promotions, and competition entry options, creating an accessible and seamless communication channel for stokvel members.
- Massive Database Growth: Over 39,000 members joined, with 15,000 active users in its second year, providing Pioneer Foods with valuable consumer insights.
- Nationwide Activations:
- 545 in-store activations reached stokvel shoppers at critical moments, creating over 405,000 face-to-face consumer interactions.
- Brand ambassadors showcased Essential Foods’ products, encouraging immediate purchases and building trust.
Results and Impact
- Boosted Sales: Value-added promotions and competitions drove increased purchases during key shopping periods.
- Consumer Rewards: The Big 5 Brands Stokvel Bonanza rewarded stokvel members with R500,000 in cash prizes, fostering loyalty and incentivizing larger basket sizes.
- Actionable Insights: A robust, POPIA-compliant database provided crucial data to inform future campaigns.
A Winning Formula
The Siyanqoba Stokvel Club blended digital innovation with impactful in-store engagements, connecting Pioneer Foods with one of South Africa’s most influential consumer groups. By addressing the unique needs of stokvel members, the campaign not only achieved impressive sales results but also strengthened brand loyalty and laid the foundation for future growth.
