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Getting to the heart of the #RAK campaign with #NissanMagic influencers
4 Aug 2015
#RAK = Random Acts of Kindness. You've probably seen the hashtag peppering your social media feeds for months now. But how do you spread a message of good so far, so fast? You rely on the power of influencers...
The best PR comes from other people telling your story - and telling it authentically and organically. That's why the team behind the #NissanMagic campaign engaged with influencers to tell their story - each influencer is a forerunner in changing South Africa, one random act of kindness at a time, and each has taken their #NissanMagic #RAK and made it their own, with Nissan simply serving as the 'vehicle' for the change (no pun intended).
Veralda Schmidt Manager: Media Liaison Marketing Communications tells us more about the campaign, why it's so important for influencers to be dedicated to the cause and walk the way without simply hopping across to another cause...
Schmidt and Brent Lindeque
1. Let's start with some background into 'The Good News Guy' Brent Lindeque's #RAK15 random acts of kindness movement and how it came about. Schmidt: On 1 February 2014, young South African Brent Lindeque turned the reckless drinking game #neknominations on its head by using his nomination to instead perform a random act of kindness. By giving a homeless man a R20 meal, and using the power of social media to "pay-it-forward", his nomination went viral and to date has been viewed over 780,000 times. More importantly, it spawned thousands of similar videos, reaching millions of people and improving millions of lives - including three dedicated feeding schemes in Canada, the USA and Ireland, which are still running today. While the act of being charitable and 'doing good' comes naturally to most of us, it's often simply too difficult to fit into our hectic daily lives. The beauty of the #RAK15 movement is its genuine simplicity. Through the power of the internet and social media, one small Random Act of Kindness can spark another, and another, and another - until millions of RAKs genuinely start to make the world a better place.
2. Sticking to Lindeque then, how has his sponsoring of Onthandweni Family Care Centre in Soweto, using the Nissan NV200 to collect and deliver blankets, clothing and other winter-beating donations during June, been received? Schmidt: He literally spent the entire month collecting donations for Othandweni. Corporates and individuals have headed his call to action. The blanket drop took place on 17 July.
3. Tell us more about the next influencer involved in the campaign, with Jason von Berg's Nissan Trailseeker Lionman race participation... 
Bongani, Vincent, Veralda and Jason at the Lionman RaceSchmidt: Jason is an avid mountain biker and often gets involved in such campaigns. His #RAK has involved a disadvantaged youth named Bongani. Together with Nissan, Bongani was professionally fitted for a bike that was bought for him (as well as all the gear). A second rider was highlighted and, through the good deeds of the public, Jason managed to raise funds to get him a new bike and kit. Jason, Bongani and Vincent trained for an entire month before the race. Jason has said there are plans to continue training afterwards, as well. The idea of the campaign is to leave a legacy as opposed to being a flash in the pan project. The fact that Jason, Bongani and Vincent are now talking long-term means we are on track. Nissan has also ensured free entrance into the rest of the Gauteng series and, together with other partners, will try to get them to participate in the CT series.
4. It's all about the hashtag, these days. Tell us how the #NissanMagic programme is designed to inspire random acts of kindness or #RAK15. Schmidt: The campaign has a strong call to action with the public. Each influencer is leveraging their community to get involved, like with the anonymous donation towards Jason's RAK to purchase another bicycle. This is the domino effect we hoped for. #NissanMagic is all about the collaborative South African economy.
5. What else can we expect from the year-long #NissanMagic campaign? 
Chad Saaiman, Danine Naidoo, Siya Sangweni-Fynn and Alfred AdriaanSchmidt: Nissan South Africa is throwing their full weight behind #NissanMagic and there are going to be #RAKs each month with a different influencer.
1. Let's start with some background into 'The Good News Guy' Brent Lindeque's #RAK15 random acts of kindness movement and how it came about. Schmidt: On 1 February 2014, young South African Brent Lindeque turned the reckless drinking game #neknominations on its head by using his nomination to instead perform a random act of kindness. By giving a homeless man a R20 meal, and using the power of social media to "pay-it-forward", his nomination went viral and to date has been viewed over 780,000 times. More importantly, it spawned thousands of similar videos, reaching millions of people and improving millions of lives - including three dedicated feeding schemes in Canada, the USA and Ireland, which are still running today. While the act of being charitable and 'doing good' comes naturally to most of us, it's often simply too difficult to fit into our hectic daily lives. The beauty of the #RAK15 movement is its genuine simplicity. Through the power of the internet and social media, one small Random Act of Kindness can spark another, and another, and another - until millions of RAKs genuinely start to make the world a better place.
2. Sticking to Lindeque then, how has his sponsoring of Onthandweni Family Care Centre in Soweto, using the Nissan NV200 to collect and deliver blankets, clothing and other winter-beating donations during June, been received? Schmidt: He literally spent the entire month collecting donations for Othandweni. Corporates and individuals have headed his call to action. The blanket drop took place on 17 July.
3. Tell us more about the next influencer involved in the campaign, with Jason von Berg's Nissan Trailseeker Lionman race participation... Bongani, Vincent, Veralda and Jason at the Lionman RaceSchmidt: Jason is an avid mountain biker and often gets involved in such campaigns. His #RAK has involved a disadvantaged youth named Bongani. Together with Nissan, Bongani was professionally fitted for a bike that was bought for him (as well as all the gear). A second rider was highlighted and, through the good deeds of the public, Jason managed to raise funds to get him a new bike and kit. Jason, Bongani and Vincent trained for an entire month before the race. Jason has said there are plans to continue training afterwards, as well. The idea of the campaign is to leave a legacy as opposed to being a flash in the pan project. The fact that Jason, Bongani and Vincent are now talking long-term means we are on track. Nissan has also ensured free entrance into the rest of the Gauteng series and, together with other partners, will try to get them to participate in the CT series.
4. It's all about the hashtag, these days. Tell us how the #NissanMagic programme is designed to inspire random acts of kindness or #RAK15. Schmidt: The campaign has a strong call to action with the public. Each influencer is leveraging their community to get involved, like with the anonymous donation towards Jason's RAK to purchase another bicycle. This is the domino effect we hoped for. #NissanMagic is all about the collaborative South African economy.
5. What else can we expect from the year-long #NissanMagic campaign? Chad Saaiman, Danine Naidoo, Siya Sangweni-Fynn and Alfred AdriaanSchmidt: Nissan South Africa is throwing their full weight behind #NissanMagic and there are going to be #RAKs each month with a different influencer.
2. Sticking to Lindeque then, how has his sponsoring of Onthandweni Family Care Centre in Soweto, using the Nissan NV200 to collect and deliver blankets, clothing and other winter-beating donations during June, been received? Schmidt: He literally spent the entire month collecting donations for Othandweni. Corporates and individuals have headed his call to action. The blanket drop took place on 17 July.
3. Tell us more about the next influencer involved in the campaign, with Jason von Berg's Nissan Trailseeker Lionman race participation... Bongani, Vincent, Veralda and Jason at the Lionman RaceSchmidt: Jason is an avid mountain biker and often gets involved in such campaigns. His #RAK has involved a disadvantaged youth named Bongani. Together with Nissan, Bongani was professionally fitted for a bike that was bought for him (as well as all the gear). A second rider was highlighted and, through the good deeds of the public, Jason managed to raise funds to get him a new bike and kit. Jason, Bongani and Vincent trained for an entire month before the race. Jason has said there are plans to continue training afterwards, as well. The idea of the campaign is to leave a legacy as opposed to being a flash in the pan project. The fact that Jason, Bongani and Vincent are now talking long-term means we are on track. Nissan has also ensured free entrance into the rest of the Gauteng series and, together with other partners, will try to get them to participate in the CT series.
4. It's all about the hashtag, these days. Tell us how the #NissanMagic programme is designed to inspire random acts of kindness or #RAK15. Schmidt: The campaign has a strong call to action with the public. Each influencer is leveraging their community to get involved, like with the anonymous donation towards Jason's RAK to purchase another bicycle. This is the domino effect we hoped for. #NissanMagic is all about the collaborative South African economy.
5. What else can we expect from the year-long #NissanMagic campaign? Chad Saaiman, Danine Naidoo, Siya Sangweni-Fynn and Alfred AdriaanSchmidt: Nissan South Africa is throwing their full weight behind #NissanMagic and there are going to be #RAKs each month with a different influencer.
3. Tell us more about the next influencer involved in the campaign, with Jason von Berg's Nissan Trailseeker Lionman race participation... Bongani, Vincent, Veralda and Jason at the Lionman Race
Schmidt: Jason is an avid mountain biker and often gets involved in such campaigns. His #RAK has involved a disadvantaged youth named Bongani. Together with Nissan, Bongani was professionally fitted for a bike that was bought for him (as well as all the gear). A second rider was highlighted and, through the good deeds of the public, Jason managed to raise funds to get him a new bike and kit. Jason, Bongani and Vincent trained for an entire month before the race. Jason has said there are plans to continue training afterwards, as well. The idea of the campaign is to leave a legacy as opposed to being a flash in the pan project. The fact that Jason, Bongani and Vincent are now talking long-term means we are on track. Nissan has also ensured free entrance into the rest of the Gauteng series and, together with other partners, will try to get them to participate in the CT series.
4. It's all about the hashtag, these days. Tell us how the #NissanMagic programme is designed to inspire random acts of kindness or #RAK15. Schmidt: The campaign has a strong call to action with the public. Each influencer is leveraging their community to get involved, like with the anonymous donation towards Jason's RAK to purchase another bicycle. This is the domino effect we hoped for. #NissanMagic is all about the collaborative South African economy.
5. What else can we expect from the year-long #NissanMagic campaign? Chad Saaiman, Danine Naidoo, Siya Sangweni-Fynn and Alfred AdriaanSchmidt: Nissan South Africa is throwing their full weight behind #NissanMagic and there are going to be #RAKs each month with a different influencer.
4. It's all about the hashtag, these days. Tell us how the #NissanMagic programme is designed to inspire random acts of kindness or #RAK15. Schmidt: The campaign has a strong call to action with the public. Each influencer is leveraging their community to get involved, like with the anonymous donation towards Jason's RAK to purchase another bicycle. This is the domino effect we hoped for. #NissanMagic is all about the collaborative South African economy.
5. What else can we expect from the year-long #NissanMagic campaign? Chad Saaiman, Danine Naidoo, Siya Sangweni-Fynn and Alfred AdriaanSchmidt: Nissan South Africa is throwing their full weight behind #NissanMagic and there are going to be #RAKs each month with a different influencer.
5. What else can we expect from the year-long #NissanMagic campaign? Chad Saaiman, Danine Naidoo, Siya Sangweni-Fynn and Alfred Adriaan
Schmidt: Nissan South Africa is throwing their full weight behind #NissanMagic and there are going to be #RAKs each month with a different influencer.
Danine Naidoo is doing a Matric Dance dress collection for young girls, Siya Sengweni is planting trees for Arbour day and Bailey Schneider is doing a beach clean-up in Cape Town, to name just a few.
6. Sounds good. What can influencers and marketers alike do to ensure they're actually doing good in the world and not merely embarking in 'clicktivism'? Schmidt: #NissanMagic has put all the power in the hands of the influencer. It is in their best interest to make sure this is not just a campaign where once their month is over, that is that. Each #NissanMagic ambassador has taken on the responsibility of making a difference. Nissan is simply assisting them by providing a means, they have the responsibility of making it mean something.
7. What's the general response to the campaign been like so far? Schmidt: Well, we didn't launch with a big fancy bash as this really is about making a difference so money we would have spent on that will instead be spent on our #RAKs, but the support of the media and influencers has been great.
8. To make it even better, how is Nissan using its Facebook, Twitter, Instagram and YouTube channels to further support the spread of goodwill? Schmidt: Social media is one of the most important aspects of the campaign. We are very active on all our channels using them to showcase what has been achieved and send out call to actions for South Africans to get involved.
6. Sounds good. What can influencers and marketers alike do to ensure they're actually doing good in the world and not merely embarking in 'clicktivism'? Schmidt: #NissanMagic has put all the power in the hands of the influencer. It is in their best interest to make sure this is not just a campaign where once their month is over, that is that. Each #NissanMagic ambassador has taken on the responsibility of making a difference. Nissan is simply assisting them by providing a means, they have the responsibility of making it mean something.
7. What's the general response to the campaign been like so far? Schmidt: Well, we didn't launch with a big fancy bash as this really is about making a difference so money we would have spent on that will instead be spent on our #RAKs, but the support of the media and influencers has been great.
8. To make it even better, how is Nissan using its Facebook, Twitter, Instagram and YouTube channels to further support the spread of goodwill? Schmidt: Social media is one of the most important aspects of the campaign. We are very active on all our channels using them to showcase what has been achieved and send out call to actions for South Africans to get involved.
7. What's the general response to the campaign been like so far? Schmidt: Well, we didn't launch with a big fancy bash as this really is about making a difference so money we would have spent on that will instead be spent on our #RAKs, but the support of the media and influencers has been great.
8. To make it even better, how is Nissan using its Facebook, Twitter, Instagram and YouTube channels to further support the spread of goodwill? Schmidt: Social media is one of the most important aspects of the campaign. We are very active on all our channels using them to showcase what has been achieved and send out call to actions for South Africans to get involved.
8. To make it even better, how is Nissan using its Facebook, Twitter, Instagram and YouTube channels to further support the spread of goodwill? Schmidt: Social media is one of the most important aspects of the campaign. We are very active on all our channels using them to showcase what has been achieved and send out call to actions for South Africans to get involved.
To do so, visit their Facebook and Twitter accounts and follow the #NissanMagic hashtag.
About Leigh Andrews
Leigh Andrews AKA the #MilkshakeQueen, is former Editor-in-Chief: Marketing & Media at Bizcommunity.com, with a passion for issues of diversity, inclusion and equality, and of course, gourmet food and drinks! She can be reached on Twitter at @Leigh_Andrews.
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