The Social Agency, a dynamic digital marketing firm, has emerged as a trailblazer in Botswana’s digital marketing landscape. Founded by Melissa Setlhare, the agency combines creativity with cutting-edge digital strategies to help brands reach wider audiences and maximize their online presence. In an interview with The Business Weekly & Review, Setlhare shared her journey, vision, and the agency’s aspirations for the future.
Setlhare, a young entrepreneur with a Bachelor’s degree in Business Management, has always been passionate about crafting compelling content and enhancing brand visibility. Her mission is to bridge the gap between traditional marketing and modern digital strategies, ensuring her clients stand out in an increasingly competitive market.
“Digital marketing is constantly evolving, and Botswana is still growing in this space,” Setlhare explains. “The Social Agency exists to help businesses close the gap between what they’re doing and what they should be doing to thrive online.”
Setlhare’s hard work and dedication are beginning to yield recognition. The agency’s nomination for the Digital Branding Services Award at the upcoming Emerging Brands Africa Awards came as a pleasant surprise.
“While the nomination was unexpected, it’s a testament to the effort we’ve put into our work,” she says. Setlhare will join other brand leaders in Harare, Zimbabwe, later this year to celebrate this milestone at an event that aims to honor Africa’s most innovative brands and serve as a launchpad for future growth and investment across the continent.
As a Gen-Z entrepreneur, Setlhare believes her generation has a unique advantage in the digital space. “We’re tech-savvy and natural social media experts,” she says. “But there’s still a lot of room for growth and improvement.”
She emphasises the importance of a strong online presence, noting that 75 percent of consumers judge a brand’s credibility based on its social media activity. “First impressions happen online long before a potential client approaches you,” she adds.
Setlhare credits her entrepreneurial spirit to her family, who have been a source of inspiration. “Coming from a family of entrepreneurs, I’ve always known that their success isn’t mine. Building my own path is what motivated me to start The Social Agency.”
The agency’s creative approach has already yielded impressive results. One of its standout campaigns was for Rodizio’s Brunch Saturdays, featuring bottomless mimosas. Although Rodizio has since closed, the campaign left a lasting impact.
“We crafted visually vibrant, appetite-inducing content that captured the essence of brunch culture,” Setlhare recalls. “Using countdown teasers, user-generated content, and engaging photo and video content, we positioned Rodizio as the ultimate weekend hotspot.”
The campaign not only increased foot traffic but also solidified Rodizio’s reputation as a go-to destination. “Creativity is at the heart of what we do,” Setlhare says. “We blend innovation with consistency, adhering to clients’ brand guidelines while keeping content fresh, engaging, and aligned with current trends.”
Setlhare’s ambitions extend beyond Botswana. “One of my key goals is to position The Social Agency as a leading force in Botswana’s digital marketing space and eventually expand into the global market,” she says.
She also aims to mentor and empower young women and creatives in Botswana, inspiring them to break through societal limitations and reach their full potential.
“As a small agency, we’re still learning and making mistakes, but that’s all part of the process,” Setlhare reflects. “Brand management is crucial because it builds trust, drives loyalty, and ensures a strong, consistent brand presence. That’s what we strive to deliver for our clients.”
