Case Study

DSTV ​​ & GOtv – Weekly Entertainment Trends Campaign

Client: MultiChoice – DSTV & GOtv

Duration

4 Years (2019 - 2023)

objective

To position DSTV & GOtv as the go-to platforms for entertainment by amplifying trending shows, sports, and local content across East Africa.

Strategy
  • Integrated branded hashtags and storytelling to make content feel organic and timely
  • Partnered with a network of macro and micro influencers across Kenya, Uganda, and Tanzania
  • Published Top 3 Weekend Trends content every Friday — spotlighting sports matches, movies, telenovelas, or local shows
  • Created a blend of Reels, Stories, and Twitter/X commentary to build real-time hype
Key Results
  • Top 3 Trends in Kenya during the weekend for amplification
  • 📊 Consistent 8–10% Weekly Engagement Rate (well above industry average)
  • 🚀 Over 3500 Influencer Posts across Instagram, Twitter, and Facebook per week
  • 👀 Cumulative Reach: 150M+ over 3 years
Content Impact
  • Branded content blended seamlessly with real-time entertainment conversations
  • Influencer posts drove increased weekend subscriptions and tune-ins
  • Audiences began associating DSTV & GOtv with “what’s hot this weekend.”
Highlights
  • 📱 IG Stories with polls and interactive quizzes
  • 🎥 Instagram Reels highlighting “What to Watch This Weekend”
  • 💬 X (Twitter) Threads driving football conversations & new local show discussions

“Allure Group’s Limited consistent influencer strategy helped cement DSTV & GOtv as the heart of weekend entertainment for East Africans.”

Senior Brand Manager, MultiChoice East Africa