eBusiness Weekly
Leslie Mupeti
You wouldn’t expect a simple trip to the shops to change someone’s life, but that’s exactly what happened to three-year-old Lethukukhanya Mjaji earlier this year.
Lethukukhanya, like many children of her age, was tasked with picking up a loaf of bread for her family.
She set off for the shops on that fateful day without a care in the world, oblivious to the incredible opportunity that awaited her.
As Lethukukhanya made her way home, loaf of Albany bread in hand, she encountered an unexpected obstacle — a large, muddy puddle blocking her path. But Lethukukhanya or “The Little Albany Girl” as she is now affectionately known, didn’t let a little mud stop her.
Hugging the loaf of bread close to her chest to keep it clean, she trudged right through the middle of the puddle, giggling as her bare feet sunk into the thick, brown mud.
What Lethukukhanya didn’t know was that her uncle, local South African photographer Lungisani Mjaji, was following closely behind, camera in hand.
He snapped photos and took videos as she navigated the puddle, captivated by her sweet innocence and determination.
The pure joy emanating from the young girl as she embraced that muddy moment was truly infectious.
When Lungisani arrived home, he uploaded the photos and videos to social media on a whim.
But unbeknownst to him, they were about to go viral.
Within days, Lethukukhanya’s gleeful smile was featured on Albany bread’s official social media channels.
The pure joy emanating from the young girl as she embraced that muddy moment was truly infectious
For Lethukukhanya and her family, this incredible opportunity represented far more than just fame and exposure.
Albany bread awarded her a full bursary to cover her education through university.
On top of that, her family received a year’s supply of Albany bread products and she was made an official brand ambassador.Overnight, Amahle’s life was changed for the better.
Inspired by Amahle’s story, people across South Africa began recreating her memorable muddy moment with Albany loaves of their own.
Social media was soon flooded with photos of people of all ages hugging, jumping and laughing with the iconic blue packaging.
This truly worked in Albany’s favour as the company started trending online.
This story is a perfect example of good UGC
The story is a classic example of the success of User Generated Content (UGC).
UGC refers to content that is created by users or consumers rather than by a company or organisation.
In this case, the UGC was the video and pictures of the young girl taken by her uncle, Lungisani Mjaji.
The success of the young girl’s story can be attributed to several factors that are common in successful UGC campaigns.
Authentic content
Firstly, the content was authentic and genuine.
The video and pictures captured a real moment in the young girl’s life and it was this authenticity that resonated with people.
Emotional and inspiring content
Secondly, the content was emotional and inspiring. The young girl’s story touched the hearts of many South Africans, and her resilience in the face of adversity inspired others to come together and support each other. People were moved by the young girl’s story and wanted to be a part of something positive and uplifting.
Shareable content
Thirdly, the content was shareable. The video and pictures of the young girl were easy to share on social media and people were quick to share them with their friends and followers.
This helped to spread the message of the young girl’s story and increase its reach.
Highly engaging content
Finally, the content was able to generate engagement and participation from the audience.
The Albany bread challenge, which began as people taking pictures of themselves with a loaf of Albany’s bread, was a way for people to participate in the young girl’s story and show their support.
This helped to create a sense of community and belonging among those who participated.
The success of the young girl’s story is a testament to the power of UGC.
By creating content that was authentic, emotional, shareable, and engaging, the story was able to resonate with people and create a movement that inspired others to come together and support each other.
The story also shows the importance of recognising and leveraging UGC as a powerful marketing tool that can help companies build brand awareness and loyalty.
Leslie Mupeti is a brand strategist and creative Innovator. He is the founder of Daily Brand and can be reached for feedback on www.dailybrand.co.zw or email on: [email protected] or +263 785 324 230. His Twitter and Facebook is @lesmupeti
