MoFaya is a proudly South African energy drink brand with a national retail footprint and a following of roughly 105 000 on Facebook and 56 000 on Instagram. The brand plays in one of the most crowded, most globally dominated categories on the shelf — and holds its position by being unmistakably local.
TDA was appointed on a campaign basis rather than a standing retainer: MoFaya briefs specific moments in the calendar, and we take them end to end. Women’s Month was one of those moments.
Nothing was broken. That’s worth saying plainly, because most case studies open with a rescue.
MoFaya came to us with a calendar moment and a deadline: build and run an August campaign for Women’s Month across Facebook and Instagram. No brand crisis, no failing account, no rebuild. A brief.
Which makes the brief harder, not easier. Women’s Month is the single most contested moment on the South African brand calendar. Every brand posts. Most post the same thing — a flower, a soft-focus portrait, a line of gratitude, a hashtag — and the entire category becomes visual wallpaper for thirty-one days. The audience has seen it every August of their adult lives, and they scroll past it.
So the real problem to solve was this:
The risk with a Women’s Month brief isn’t failure. It’s invisibility — posting something perfectly acceptable that nobody reacts to, in the one month the whole category is shouting.
We started from a single observation: brands spend Women’s Month talking about women. Almost none of them let women talk.
So we built the campaign around a question instead of a statement — and handed the answer to the audience.
MoFaya’s Women’s Month campaign didn’t just get seen — it got a response. Measured over 14 July – 12 August 2026, with campaign content live from 3 August and figures drawn from Meta’s own platform reporting, the campaign delivered:
A Women’s Month post that gets likes is a formality. One that gets comments, shares and names is a conversation — and that is the whole difference between being in the month and being part of it.
Spark Campaign Management & Execution — two campaigns. Per campaign:
We didn’t make a Women’s Month post. We built a mechanic that made the audience the author.
MoFaya – She Did That
Women’s Month Social Media Campaign
MoFaya
Completed Campaign
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Social Media Management | Paid Advertising | Content Creation | Web Development
