TikTok has been Africa's fastest-growing social media platform for some years. The agency felt it would be an ideal platform to introduce South Africa to potential visitors from other African countries. The campaign concept was developed on the key insight that African cultures, no matter how different in many ways, share one thing in common - they all turn to song and dance as a universal language. This campaign attracted edia attention from across the African continent.


TikTokers from across Sub-Saharan Africa were challenged to share their own version of "Xibelani Moves" while dancing to Sho's latest track. The competition was open to the whole of Africa and winners not only won a trip for two to South Africa courtesy of SA Tourism, but they would also feature in Sho Madjozi's upcoming new music video release.

We attracted more than 83-million video views within 6 days (55% higher than the TikTok becnhmark at the time), off the back of more than 6-million video engagements. More than 25000 TikTokers shared over 65000 videos of themselves dancing their own interpretation of Xibemani Moves using the campaign hashtag. The campaign hit the mark on both engagement and reach, with one of our standard ads promoting the chalkenges existence garnering 116 000 clicks within 24 hours. Content pieces were promoted using TikTok's Infeed auction platform.

We found a perfect fit through SA Tourism's Cultural Brand Ambassador, Sho Madjozi. She showcases such pride in her XiTsonga culture and roots through her music, dress and dancing style, so we teamed up with her to create a dance challenge. Audiences were exposed to Sho's African heritage through a Xibelani, a traditional skirt worn by Tsonga women, pleated carefully to enhance the motion of the wearer's hips.

Dominque Baxewanos

VML, Creative Director

Wunderman Thompson Video Entry for SAT Xibelani Moves

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2023 New Generation

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2023 New Generation

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