CASE STUDY · MTV SHUGA
MTV Shuga Season 3
We ran a phased, digital-first campaign for MTV Shuga Season 3, with creative drawn from Joburg's streets, to grow awareness of HIV and gender equality among African youth. Episode 1 reached 50,000 views soon after launch, and engagement rose by 346.7%.
CLIENT
MTV Shuga
SERVICES
Marketing Strategy, Digital Marketing, Paid Media Marketing
CHANNELS
TIMEFRAME
The brief
MTV Shuga aimed to expand awareness of HIV and gender equality among African youth while increasing YouTube viewership and digital engagement. Although the brand is already established it needed to feel unmistakably local while remaining aligned with the wider MTV identity.
Our approach
Bohemian developed a phased, digital-first campaign that informed audiences from “watch now” to “join the conversation.” Creatives was inspired by everyday Joburg textures such as tar roads, layered posters and worn city surfaces, the creative reflected the energy of the CBD while staying true to MTV’s visual language.
We delivered strategy, thumbnails, social content and Vox-style cast interviews, tailoring assets across YouTube, Instagram, Facebook and TikTok to maximise reach and encourage meaningful participation.
Results
Episode 1 reached 50,000 views shortly after launch, with engagement increasing by 346.7% and impressions rising by 157.2% across platforms. The campaign drove exponential digital growth and positioned the series as a culturally grounded catalyst for informed youth dialogue.