{"id":726,"date":"2025-09-02T20:47:24","date_gmt":"2025-09-02T20:47:24","guid":{"rendered":"http:\/\/siyatyaliworks.co.za\/?post_type=portfolio&#038;p=726"},"modified":"2025-09-03T07:41:18","modified_gmt":"2025-09-03T07:41:18","slug":"back-the-underdog","status":"publish","type":"portfolio","link":"https:\/\/siyatyaliworks.co.za\/index.php\/portfolio\/back-the-underdog\/","title":{"rendered":"Back The Underdog"},"content":{"rendered":"\n<figure class=\"wp-block-video\"><video autoplay controls muted src=\"http:\/\/siyatyaliworks.co.za\/wp-content\/uploads\/2025\/09\/01-YOCO-BTU-GENERIC-30_-1200x629-CLEAN.mp4\"><\/video><figcaption class=\"wp-element-caption\">Clean version of the Back the Underdog launch ad<\/figcaption><\/figure>\n\n\n\n<p>We were tasked with creating a direct follow-up from the &#8220;Underdog&#8221; campaign, and we decided to create a campaign that called on people to support their local small businesses. <\/p>\n\n\n\n<p>We even created a UGC microsite, where people could create memes using images of their local establishments. In fact, the image generator became a popular feature of the TTL campaign, with <a href=\"https:\/\/www.bizcommunity.com\/Article\/196\/423\/236346.html\">4800 people<\/a> creating their own images to share on social media.<\/p>\n\n\n\n<p>The campaign also managed to reach 40.6 million people online and sparked a conversation about the importance of small businesses.<\/p>\n","protected":false},"featured_media":754,"comment_status":"open","ping_status":"closed","template":"","meta":[],"class_list":["post-726","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry"],"_links":{"self":[{"href":"https:\/\/siyatyaliworks.co.za\/index.php\/wp-json\/wp\/v2\/portfolio\/726","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/siyatyaliworks.co.za\/index.php\/wp-json\/wp\/v2\/portfolio"}],"about":[{"href":"https:\/\/siyatyaliworks.co.za\/index.php\/wp-json\/wp\/v2\/types\/portfolio"}],"replies":[{"embeddable":true,"href":"https:\/\/siyatyaliworks.co.za\/index.php\/wp-json\/wp\/v2\/comments?post=726"}],"version-history":[{"count":1,"href":"https:\/\/siyatyaliworks.co.za\/index.php\/wp-json\/wp\/v2\/portfolio\/726\/revisions"}],"predecessor-version":[{"id":729,"href":"https:\/\/siyatyaliworks.co.za\/index.php\/wp-json\/wp\/v2\/portfolio\/726\/revisions\/729"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/siyatyaliworks.co.za\/index.php\/wp-json\/wp\/v2\/media\/754"}],"wp:attachment":[{"href":"https:\/\/siyatyaliworks.co.za\/index.php\/wp-json\/wp\/v2\/media?parent=726"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}