Valentine’s Day with CloseUp

Johannesburg, South Africa
by Reyn Robbertze 14 July 2017

In February 2017, we launched Closeup’s #MakeYourMove campaign – a social media-driven anti-gwababa initiative challenging members of the public to make a move on their crush.

How creative would you be in making a move on your crush? We offered the perfect incentive: a personalized song dedication from three chart-topping South African musicians on Valentine’s Day.


The musicians chosen to pull at the winners’ heartstrings were the charismatic vocalist Vusi Nova and the dynamic singing duo Shekhinah Donnell and Kyle Deutsch. The musicians reworked, dedicated and shared their songs with the winners through a multi-channel social media strategy throughout the week of Valentine’s Day.

Here’s another heart-eye-emoji-inspiring video.

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