In spring this year, popular local Ice Tea manufacturer BOS Brands approached Twiga to assist it publicise its Arbor Week campaign through targeted media relations. The objective was to raise the awareness of retailers and consumers that BOS Brands’ consumers have assisted BOS and Not-for-Profit organisation (NPO) Greenpop to plant 16 214 trees in seven years.
Together with Greenpop, BOS Brands plants and maintains one tree for every 2000 BOS Iced Tea units sold. The broad campaign raised BOS Brand’s profile in the market place, revealing its position as a leading FMCG brand invested in Shared Value Creation (SVC); and one that particularly exemplifies balancing consumerism with environmental regeneration.
The editorial media coverage that Twiga earned for BOS Brands essentially enabled its ‘good news story’ to become more visible and gave a platform to the brand’s owners to publicly thank its partners for their contributions. In so doing, its clients and consumers who are interested in SVC become greater allies for the brand’s worthy initiatives.
Twiga earned this editorial coverage by approaching media platforms which report on news from the FMCG Industry, as well as platforms which reach BOS Brand products’ consumers, including advocates of pro-green purchases.
Twiga found a way to demonstrate BOS’ story in such a way that it matched the curiosity of broadcast, print and electronic media gatekeepers and supplied them with all the information they needed to help spread the word. They were especially receptive to quality editorial content (articles, photos) and an invitation to a tree planting ceremony during Arbor Week.
Those journalists who attended the tree planting ceremony on 6 September at Vuleka St Marks School in Randburg appreciated Twiga offering them the opportunity to interview and capture on camera the school’s Grade 2 Class learning why and how to plant trees for a sustainable environment. They also captured the insight and key messages of BOS’s Brand Manager who was part of the ceremony.
Take a look here at a few examples of the online coverage we secured: Fastmoving, Ranburg Sun, SA NGO Pulse, Good Things Guy, We Can Change, Amplifier, Marketing Spread, Get It Durban, Farm Supply and Tourism Biz
We love marrying a brand’s message with media’s interest!
For more information on how Twiga Communications can take your brand to the targeted consumer, contact Franco D’Onofrio on firstname.lastname@example.org or go to www.twigacommunications.co.za. Get social with Twiga @TwigaPR