Page 9 - Journal of Strategic Marketing Magazine - April 2019
P. 9
INFLUENCER MARKETING
Mark Cuban and his partners Angela run the Boston Marathon in it.” This, “One of the things that excites
and Steve Watts, who all appeared on explains Latouf, was the “real early me is how diverse our customer
Shark Tank together. thinking about the brand”. base is,” notes Latouf. “I’ve sat on our
Fast, bold moves for a company that By April 2018, when Brian Joffe’s WhatsApp line with domestic workers
originated from a conversation on truly venture capital irm, Long4Life, came who have never bought online, and
South African brands, and boasts of a on board and bought into 49% of the didn’t understand e-commerce; I’ve
philosophy centred on style, optimism company, Veldskoen had already taken them through the process via
and migration. gained a foothold in the South African WhatsApp, and there’s a thrill in
“It all started during the 2016 market, and was preparing its UK knowing that their irst online purchase
Olympics, when the South African team launch. was a pair of Veldskoen.”
walked out of the tunnel to take part
in the nation’s parade,” recalls Latouf.
"They looked terrible, and (founders) Lucinda Jordaan is an independent
Nick (Dreyer) and Ross (Zondagh) writer, researcher and editor
got into a debate about whether we with extensive experience in all
media, covering various ields
have anything truly South African that from academia and inance to
they could have been dressed in. The education and lifestyle. Her articles
veldskoen came up and with it, the idea have appeared in several award-
that it was boring. The idea evolved into winning publications, locally
and internationally, and she has
how to make it not boring anymore, contributed to various books and
with a story about how someone in online sites, including The Media
New York had converted a work shoe Online.
by adding a Nike sole, and had then
Strategic Marketing - p7
Mark Cuban and his partners Angela run the Boston Marathon in it.” This, “One of the things that excites
and Steve Watts, who all appeared on explains Latouf, was the “real early me is how diverse our customer
Shark Tank together. thinking about the brand”. base is,” notes Latouf. “I’ve sat on our
Fast, bold moves for a company that By April 2018, when Brian Joffe’s WhatsApp line with domestic workers
originated from a conversation on truly venture capital irm, Long4Life, came who have never bought online, and
South African brands, and boasts of a on board and bought into 49% of the didn’t understand e-commerce; I’ve
philosophy centred on style, optimism company, Veldskoen had already taken them through the process via
and migration. gained a foothold in the South African WhatsApp, and there’s a thrill in
“It all started during the 2016 market, and was preparing its UK knowing that their irst online purchase
Olympics, when the South African team launch. was a pair of Veldskoen.”
walked out of the tunnel to take part
in the nation’s parade,” recalls Latouf.
"They looked terrible, and (founders) Lucinda Jordaan is an independent
Nick (Dreyer) and Ross (Zondagh) writer, researcher and editor
got into a debate about whether we with extensive experience in all
media, covering various ields
have anything truly South African that from academia and inance to
they could have been dressed in. The education and lifestyle. Her articles
veldskoen came up and with it, the idea have appeared in several award-
that it was boring. The idea evolved into winning publications, locally
and internationally, and she has
how to make it not boring anymore, contributed to various books and
with a story about how someone in online sites, including The Media
New York had converted a work shoe Online.
by adding a Nike sole, and had then
Strategic Marketing - p7
