Wildr Africa

The Challenge

Wildr Africa was mainly seen as a safari provider, limiting its market appeal. The task was to create a brand narrative that could showcase South Africa’s wider offerings while maintaining an emotional and sensory connection with the audience.

What We Discovered

We identified three key insights:

• Narrow Focus: The brand needed to expand beyond safari to showcase South Africa’s full range of attractions.
• Missed Opportunities: Their digital platforms lacked personal storytelling, especially on LinkedIn.
• Limited Visuals: The brand’s visuals were focused on safari, overlooking the rich cultural experiences South Africa offers.

The Idea

We developed a brand narrative centered on the tagline See Africa up close, feel it in full, highlighting the sensory experience of Africa while incorporating broader cultural and travel experiences. We focused on human-centered storytelling through personal insights shared on LinkedIn, and created a visual strategy that included cultural elements, moving beyond safari to showcase the full South African experience.

The Execution

1. Brand Narrative: Created the tagline See Africa up close, feel it in full, reflecting the brand’s broader focus.
2. Social Media: Developed a LinkedIn content strategy where team members shared personal stories, making the brand more relatable.
3. Visual Strategy: Shifted visuals to include cultural landmarks, wine farms, and city life in addition to safari experiences.
4. Cultural Integration: Ensured the brand narrative highlighted South Africa’s cultural diversity, giving it a unique positioning in the travel market.
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The Results

• Broader Appeal: Wildr Africa’s brand now appealed to a wider audience, beyond just safari enthusiasts.
• Increased Engagement: The personal storytelling approach increased engagement on social media.
• Stronger Identity: By showcasing more of South Africa’s cultural richness, the brand stood out more clearly in the competitive travel market.

Conclusion

Our work with Wildr Africa broadened their brand narrative, positioning them as a holistic travel provider. The new strategy emphasizsed not only safaris but also the broader South African experience, making the brand more emotionally resonant and culturally rich.

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