Trevor Noah SA ad a lesson in understanding your target market

The success of the Trevor Noah tourism campaign for South Africa serves as a reminder to understand your target market and ignore the noise when it comes to your marketing strategy. Bolawana Mags Shivanda, the founder and owner of Digital Shero, the digital marketing company that formed part of the campaign, tells the OFM Business Hour that as much as there was controversy around the ad and Noah's alleged paycheck, they as a collective knew their audience and this understanding led to the campaign's success. Shivanda hails from central South Africa originally and formed part of the bigger team behind the campaign.