Those watching trending hashtags on the night of 21 July 2016 would have noticed #PrimaTopToys overtake #OscarPistorius; and perhaps joined the thousands of Twitter followers surveying the antics of an influential group of Twitterati returning to their childhoods as they were given free rein to explore the new Christmas range at the Prima Toys showrooms.

It was the first time that Prima Toys opened their new showrooms to individuals outside of the toy industry and the response was more than just excitement. It was total fascination and engagement with the brands and the products. The event created a high level of noise on social media, with the result that the right consumers were reached. Through the campaign, the products were virtually transported into the homes of the consumer – that is, parents looking for new gift ideas for their children.

Franco D’Onofrio MD of Twiga Communications explains: “The engagement between influencers and products was extraordinary. It was taken to a whole new level with the cream of the crop of the Twitterati scene going all out with intelligent video clips and witty tweets,” he says.

“For the past few years, we’ve had the pleasure and of strategising, creating and implementing campaigns for Prima Toys. And every year, media and influencers expect to see bigger things. We love meeting this challenge and delivering on what everyone is craving: excitement, amazement and that inimitable feel-good factor that only toys can bring. We’re already working on making the next event bigger, better, more,” continues D’Onofrio.

Influencer marketing and the integration thereof with social media platforms has become an integral element of the PR strategy employed by Twiga Communications for Prima Toys. The reach and influence of the campaigns has led to high levels of product recognition, brand awareness, and sell through. While each campaign has had its own particular outcome requirements, influencer marketing has been utilised effectively to assist in the achievement of those goals.

For more information on how Twiga Communications can create PR and communications campaigns to meet your brand objectives, call Franco D’Onofrio on 011 024 3983 or email him

Twiga Communications is a highly creative, intrepid, client-centric boutique public relations and communications agency. The agency specialises in brand building, reputation management and delivering bold campaigns that capture attention and make audiences sit up, take notice and act.