328% of the click goal
Mosi Lager · Thunder Pa Bola
- Client
- Mosi Lager
- Market
- Zambia
- Sector
- Beverages
- Objective
- Purchase intent
318%of the impressions goal
The challenge
Inspire purchase and take Mosi into new regions, tie the brand to national football pride, and amplify the Mosi price roll-back through the Thunder Pa Bola challenges and giveaways, all in the busiest weeks of the football calendar.
Turn national football pride into purchase in new regions.
How we ran it
We built a roster that lives football culture from every angle: a football journalist, a football club's media coordinator, a media personality, an entertainer, an Afro-fusion artist and a dance crew.
Rather than commentary alone, the content celebrated the game the way fans do, with match-day emotion, humour, chants, music and dance. Reels that took off organically were amplified with performance media to widen participation in the challenges and giveaways.
Creators 6 creators, 31 posts
The creators
Media personality
Relatable storytelling that reached a million views on a single Reel.
Afro-fusion artist
Made Thunder Pa Bola sound like Zambia. One Reel reached 680,000 views.
Sports creator
Brought authentic football coverage, with three Reels passing 750,000 views between them.
Dance crew
Turned football celebration into dance, with the strongest engagement of the campaign on TikTok.
Entertainer
Brought humour and style, with engagement of up to 9.3% on Facebook.
Football journalist
An award-winning football voice led the match-day conversation on Facebook.
Results against benchmark
Thunder Pa Bola put Mosi at the heart of the national mood. The creators' content passed 18 million impressions and views and more than 750,000 engagements, one Reel alone reached a million views, and the dance crew set TikTok alight.
- 328%of the click goal
- 318%of the impressions goal
- 3×better cost per click
- 18M+impressions and views
- 750K+engagements
What people said
80%+ of comments positive, and almost none negative
More work
All work461%of the impressions goal3.9×link clicks vs goal
3× game attendance versus previous year
Carling Black Label · Charity Shield
439%impressions vs benchmark63×below the CPC benchmark
22× link clicks vs benchmark
Shield · AFCON '25
4.4Mimpressions270Kengagements
276% of the impressions goal
Vivo Energy · Chibolya pitch handover
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