Influencers were briefed to share photo and video footage of a UFO spotted in Cape Town,
Durban and Johannesburg using the hashtag.
10 pieces of original content were shared and engaged with by 34 influencers over 4 days.
Within the first hour of the campaign going live #UFOSA was trending.
By the third morning of the campaign, credible news publications and broadcast media
had picked on the conversation and were reporting on the alleged “spottings.”
The hashtag went on to trend every day for 4 days.
News outlets began to call in astronomers and
photography professionals to analyse the content.