CASE STUDY · ANZISHA
Anzisha: The Journey S4
We turned twelve young founders' stories into 108 pieces of social content, reaching 9.4 million impressions and 304,000+ organic views. 56% of the organic audience was aged 13–24, the generation Anzisha exists to back.
CLIENT
Anzisha
SERVICES
Social content production, Organic publishing, Paid media
CHANNELS
YouTube, YouTube Shorts, TikTok, Instagram, Facebook
TIMEFRAME
July – September 2026
108
Content assets produced and published
220,000+
Clicks through to the episodes
9.4M
Paid impressions across TikTok, YouTube and Meta
304,000+
Organic views earned with no spend behind them
5M
TikTok video views
56%
Of the organic audience aged 13–24
The brief
Anzisha backs Africa's youngest entrepreneurs. The Journey is its documentary series, and Season 4 followed twelve founders across six episodes, from coffee shops in Alexandra to tech start-ups in Madagascar.
The job was simple to say and hard to do: get young Africans to actually watch. A full episode is a big ask in a feed built for fifteen seconds. Anzisha needed social content that would stop a 17-year-old scrolling, earn their attention, and move them through to YouTube for the full story, in English and French, across a continent.
Our approach
We treated every episode as raw material for a full week of content, not a single post. Each premiere followed the same production spine:
A tension teaser the day before, built around the moment a founder's plan nearly fell apart.
A trailer and the full episode on YouTube, premiering every Thursday at 6pm SAST.
A half-episode cut per founder for Facebook.
A “This Week on The Journey” reel.
A run of founder clips through the week: lessons, quotes and behind-the-business moments, cut vertically for Shorts, Reels and TikTok.
Francophone founders' content carried bilingual English and French captions, timed to local premieres.
Paid media gave each platform one job. TikTok did discovery at the lowest cost. YouTube carried depth, with view campaigns tiered by audience and language. Meta drove low-cost clicks into the episodes, including in markets TikTok can't reach.
What we made
Across six episodes and twelve founders, we produced and published 108 content assets. That included 63 short-form videos, 21 longer-form videos, 11 carousels and 11 statics, with most pieces versioned for several platforms.
Facebook: 70 assets
TikTok: 67 assets
Instagram: 64 assets
YouTube Shorts: 55 assets
Volume held steady all season. That matters, because on TikTok cadence turned out to be the single biggest lever on reach.
Results
The season delivered on both fronts: organic content found the right audience for free, and paid media scaled it to millions at a low cost.
Organic: the right audience, without spend
Between 7 July and 3 September, the content earned 304,467 organic views across four platforms. 56% of that audience was aged 13–24, Anzisha's core recruitment age.
Facebook: 150,849 views (49%)
YouTube: 74,936 views (25%)
Instagram: 64,798 views (21%)
TikTok: 13,884 views (5%)
These are strictly organic numbers. We stripped out all paid traffic, including TikTok posts that also ran as ads.
Paid: millions reached, efficiently
From 7 July to 8 September, paid media delivered 9.4 million impressions and more than 220,000 clicks through to the episodes, at a blended cost of about R6 per thousand impressions.
TikTok (discovery): 5M impressions and about 5M video views, at under R4 per thousand impressions.
YouTube (depth): 2.4M impressions; in the best audience group, 1 in 7 viewers watched a full episode.
Meta (clicks into episodes): 1.9M impressions and almost 179,000 clicks.
Episode 1 became the hero of the season. On Meta it drew a 12.1% click-through rate, and it outperformed every other episode on every platform.
What we learned
The season gave us a tested playbook, and the clearest lesson is that young audiences finish content that hands them something usable. Business-lesson clips held a median 80% completion; company-culture clips held 32%.
Open on the failure, then show the mechanism. Every top organic post opened on something going wrong: a bankruptcy, load shedding, 650 birds lost. The detail does the work. Lebone starting Lumos Coffee Café with R500 and a kettle from home lands harder than any statement about resilience.
On Meta, carousels carry reach. The best organic Facebook post reached 37,341 views, against 3,605 for the best organic video. Instagram views fell to 2,547 the one week no carousel ran, then recovered to 8,130.
On TikTok, cadence is the lever. When posting dropped from 13 to 5 in a week, organic views fell from 6,698 to 1,484. Restoring the cadence brought them back.
Test in organic, then scale with paid. Organic shows which creative holds attention for free. Budget then goes behind what is already proven, rather than discovering creative inside the media spend.
What it set up
Season 4 didn't end with the finale. It gave Anzisha a tested media plan, proof of which stories earn attention, and a warm audience of young people who had already watched a founder's journey.
That playbook now drives Anzisha's 2027 Application Season with Bohemian. The campaign runs in English, French, Portuguese and Arabic, and its creative is built from the same S4 lesson: open on the obstacle, then show the way through it.
“Working with Bohemian was straightforward. They took a brief well, asked the right questions early, worked within restrictions and responded to feedback quickly and constructively.”
Suzan Kibirige, Anzisha
Organic figures cover 7 July – 3 September 2026 and exclude all paid traffic. Paid figures cover 7 July – 8 September 2026.