WHY IT WORKED
93%
MOBILE-FIRST DELIVERY
Of campaign impressions were delivered on smartphones.
Bramley partnered with Traditionally Wired Media to reach South African consumers through a national Wi-Fi advertising campaign.
The objective was to maximise mobile reach while generating meaningful engagement around a highly visual haircare brand.
The campaign transformed the Wi-Fi connection journey into a measurable advertising opportunity, delivering national reach and strong audience response.
Bramley required broad South African reach without losing the opportunity to engage mobile consumers directly. For a visual category such as haircare, the campaign also needed creative formats capable of capturing attention.
TWM used national Wi-Fi media to position Bramley in front of consumers during active digital moments. Strong visual and video creative complemented the mobile-first environment.
Video achieved a 9.70% CTR and accounted for 73.8% of campaign clicks. Engagement remained consistently above the benchmark quoted in the campaign report.
The Bramley campaign demonstrated how Wi-Fi Media can deliver large-scale reach while creating measurable opportunities for audiences to engage with highly visual consumer brands.
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