Choma is an online South African magazine targeted at teenage girls. Its overall objective of contributing to the prevention of new HIV infections amongst teens. Choma's focus is also on empowering young girls through education, advice and inspiration.
Choma approached Arc Interactive to help grow the brand’s social media presence while also garnering the right type of engagement.
We created an overall digital media strategy that included social media marketing. Here, we analysed Choma’s youth market - their wants, needs and circumstances - and began crafting messaging that would reach young girls in a way that made an impact.
Our aim was to be visually appealing while still putting out content that stimulated conversation about critical subject matters - beyond just fashion.