The Challenge

YOLK wanted to build buzz and anticipation around their upcoming launch through a creative prelaunch campaign that would build brand awareness and drive email subscriptions. They needed a creative concept that could help them achieve these goals with a fresh and unique approach.

YOLK specifically wanted the prelaunch campaign to have an air of mystery. They were looking for a team that could effectively execute this vision while still staying true to their brand identity.

Our Approach

We developed a concept for the prelaunch campaign entitled "YOLK Says Hi". We designed a series of "black and white" short form videos and photos featuring a young group putting up YOLK posters around Cape Town, emphasising the community aspect of YOLK's brand. The use of black and white gave a sense of exclusivity, leaving viewers curious and intrigued.

We designed and managed YOLK's social media accounts during the campaign, using the captivating content to build excitement. We designed a downloadable Zine that explained what YOLK was all about which was only available to those who provided their email addresses on YOLK's website.

The result was a successful prelaunch campaign that generated significant organic social shares and built a captive audience before YOLK's launch.