Quick Impact

The campaign successfully launched Sweet-Orr’s new Utility Workwear proposition through integrated storytelling, media amplification, and commerce activation.

91.3M

Campaign Reach

Integrated PR, broadcast, social and digital storytelling delivered exceptional audience scale.

R4.2M+

Earned Media Value

High-impact brand exposure generated through strategic media engagement. 17:1 ROI.

30%

Utility Workwear Growth

Storytelling-led commerce activation drove measurable category sales uplift.

 

Campaign video showcase

Campaign Overview

 

The #LoveWhatYouDo campaign was an integrated commercial product launch campaign designed to introduce Sweet-Orr’s new Utility Workwear proposition to emerging lighter-industry audiences through storytelling, media amplification, and commerce activation.

Built around 10 Cape Town-based artists, makers, creatives, and entrepreneurs, the campaign used monthly storytelling to spotlight individuals who embodied craftsmanship, creativity, and passion for their work—creating an authentic emotional connection between the brand and its new target market.

By integrating video and photographic content production, PR, broadcast media, digital marketing, social media, and e-commerce activation, the campaign created a connected customer journey that drove awareness, engagement, and measurable commercial growth.

Visit Campaign MicroSite

Campaign Cast

The #LoveWhatYouDo campaign featured 10 Cape Town-based artists, craftsmen, entrepreneurs, and makers whose personal stories embodied creativity, passion, and dedication to their craft. Their authentic narratives helped position Sweet-Orr’s Utility Workwear proposition within a culturally relevant and emotionally engaging context for a new target audience.

Campaign Leadership

I led the end-to-end strategy, execution, and commercial amplification of the #LoveWhatYouDo campaign, integrating storytelling, media, digital marketing, PR, and commerce into a connected full-funnel brand experience.

Campaign Strategy

Defined the campaign strategy, narrative architecture, and execution roadmap for the  campaign.

Content Production

Led campaign video and lifestyle photography coordination, ensuring authentic storytelling aligned with the brand repositioning strategy.

Paid Media Strategy

Led paid digital media strategy and optimisation to amplify campaign reach, audience engagement, and performance outcomes.

PR & Media Relations

Led PR strategy alongside the appointed agency, guiding campaign messaging, launch activation, and media engagement to maximise brand visibility.

 

Broadcast Spokesperson

Represented Sweet-Orr as the public-facing spokesperson through television and radio interviews, amplifying campaign reach and reinforcing the brand narrative.

Commerce Integration

Integrated the campaign with Sweet-Orr’s e-commerce ecosystem, converting storytelling into product discovery, customer engagement, and measurable commercial opportunity.

 

The Challenge

Launching a new Utility workwear proposition required more than traditional product marketing. Sweet-Orr needed a launch strategy capable of extending relevance beyond heavy industrial sectors and connecting with a younger, digitally engaged lighter-industry audience.

 

Industrial Industry

New Target Audience

Business Challenge

Sweet-Orr had strong industrial heritage and credibility in traditional heavy industry sectors, but limited relevance with emerging audiences in lighter industry categories and modern work environments.

Key business challenges included:

  • Launching a new Utility Fashion workwear proposition
  • Expanding relevance beyond traditional heavy industry sectors
  • Connecting with younger lighter-industry audiences
  • Building stronger emotional brand affinity
  • Increasing visibility within lifestyle, culture, and digital media channels
  • Connecting storytelling with measurable commercial outcomes

 

Strategic Objective

Launch and commercialise a new Utility Workwear proposition that could bridge industrial credibility with modern audience relevance.

 

Campaign Execution

The #LoveWhatYouDo campaign was designed as an integrated commercial launch ecosystem, combining storytelling, media amplification, digital engagement, and commerce activation to guide audiences from awareness through to product discovery and measurable commercial adoption.

Story Telling Content

Monthly Artist Features

Authentic storytelling featuring creatives, makers, and entrepreneurs aligned with the campaign ethos.

PR & Media 

Earned Amplification

Strategic media outreach and editorial coverage expanded campaign visibility and cultural relevance.

Broadcast

Public Visibility

Television and radio interviews amplified awareness and reinforced campaign messaging.

Digital Media

Audience Acceleration

Paid digital media and social amplification drove engagement, reach, and audience growth.

E-Commerce

Commercial Conversion

Integrated e-commerce pathways transformed storytelling into product discovery and measurable sales impact.

Media & Broadcast Exposure

Media and broadcast exposure played a critical role in amplifying the commercial launch, extending audience reach, strengthening brand credibility, and accelerating awareness of Sweet-Orr’s new Utility workwear proposition across traditional and digital channels.

 

Media launch event

Rooftop on Bree played host for the launch of #LoveWhatYouDo. With 360 degree views of the Mother City there’s no better place to share stories of creativity, ingenuity, and passion.
All 10 artists, tradesmen, and craftsmen shared their stories of loving what they do with the media.

Media & Broadcast Exposure

DSTV Channel 263 Interview

I acted as a public-facing spokesperson for the campaign through radio broadcasts and television interviews, helping amplify the campaign narrative and strengthen brand credibility.

E-Commerce

Each featured campaign artist was paired with a curated shoppable product experience, allowing audiences to explore the Utility Workwear collection through contextual “Shop the Look” landing pages. This strategy bridged emotional storytelling with product discovery, helping translate campaign engagement into measurable online sales growth.

 

commercial conversion

Campaign Creative

A connected creative ecosystem spanning artist portraits, campaign video, social media assets, behind-the-scenes production, and product imagery ensured a consistent visual narrative across awareness, engagement, and commerce touchpoints.

 

artist hero images

Artist video

Artist-led storytelling formed the foundation of the campaign. Through a series of documentary-style video profiles, 10 creatives, makers, and entrepreneurs shared their personal journeys, helping position Sweet-Orr’s Utility Workwear proposition within an authentic and culturally relevant context.

VIEW ALL ARTIST VIDEOS

behind the scenes

Behind every successful campaign is disciplined execution. From location shoots and artist interviews to photography production and creative coordination, the #LoveWhatYouDo campaign required hands-on collaboration to bring authentic storytelling to life across every channel.

Still photography

Still photography played a key role in shaping the campaign’s visual identity, capturing authentic portraits, lifestyle moments, and product storytelling that reinforced the Utility Workwear proposition across digital, media, and commerce touchpoints.