July 31, 2026, 09:30
Clicks BroScape BroNation ignites the game: Webfluential brings star power to self-care
Justine Wheeler
Clicks, in collaboration with Webfluential and theSalt, brought together creator influence, sporting star power and real-world engagement for BroScape BroNation, a two-part campaign designed to spark a more relevant conversation around modern masculinity, grooming and self-care.
The campaign combined the reach and relatability of everyday South African creators with the cultural influence of some of the country’s most recognisable football personalities, culminating in a high-energy 5-a-side soccer tournament on 23 May 2025.
The result was a campaign that moved seamlessly from social feeds into the real world, showing what becomes possible when brands connect community influence with established talent.
Building momentum through everyday South Africans
Long before the first whistle blew, BroScape BroNation was building momentum online through theSalt’s community of more than 700,000 South Africans.
Relatable creators helped bring Clicks’ message of modern masculinity and accessible self-care into everyday conversations, producing content that felt native to their audiences rather than traditional brand advertising.
The campaign generated strong social performance, including 849,682 TikTok video views and more than 335,000 people reached across Meta, demonstrating the ability of community-led content to generate meaningful awareness at scale.
Brands including Gillette, Dove, Sorbet and BIC further strengthened the campaign ecosystem, creating opportunities for authentic conversations around grooming, confidence and self-care for South African men.
From the feed to the football field
On 23 May, the digital momentum translated into a live experience as BroScape BroNation brought current and former South African football stars together for a 5-a-side tournament.
The line-up included Itumeleng Khune, Oupa Manyisa, Morgan Gould, Katlego Mphela, Lebohang “Cheese” Mokoena and Tristan Moses, bringing significant sporting credibility and cultural relevance to the activation.
Their participation gave audiences another way to engage with the campaign, taking the self-care conversation beyond product messaging and placing it within sport, community and entertainment.
For Clicks, it created a natural bridge between the everyday consumers already participating in the conversation online and recognisable personalities capable of extending that influence even further.
Building a bridge between creators and sporting icons
The collaboration also extended beyond the BroScape event itself.
Following the activation, participating athletes were onboarded onto the Webfluential platform, creating a digital foundation from which they can continue building their creator profiles, brand partnerships and commercial opportunities.
A dedicated behind-the-scenes onboarding session introduced the athletes to the platform, supported by professional interviews and video content designed to capture their personalities and potential beyond the football field.
The initiative reflects a broader evolution within the creator economy. Influence is no longer confined to traditional social media creators, celebrities or athletes operating in separate worlds.
Increasingly, brands have the opportunity to build campaigns across an entire spectrum of influence, from highly relatable nano and micro creators to established public personalities with national recognition.
A new model for culturally relevant influence
BroScape BroNation demonstrated the value of bringing those different forms of influence together.
Everyday creators provided relatability and trusted peer-to-peer conversation. Sporting personalities brought recognition, aspiration and cultural relevance. The live experience gave the campaign a physical expression, while platforms such as Webfluential provide the infrastructure to turn that influence into longer-term brand collaboration.
For brands, the opportunity is bigger than simply choosing between creators, celebrities or experiential marketing.
The strongest campaigns can connect all three.
By combining community-led creator content, established talent and real-world experiences, brands can create campaigns that not only generate reach, but participate more meaningfully in culture.
Clicks BroScape BroNation showed what that can look like in practice: a self-care campaign grounded in the voices of everyday South Africans, elevated by national sporting icons and built to continue creating value long after the final whistle.
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