the lessons we learnt creating a global award winning pr campaign
TRANSCRIPT
HEAR ME MOVE
@janinelloydPR @PRexpertSA @HearMeMoveFilm
2
Creating groundswell for SA’s first dance
movieRelease date: 27 February 2015
Global World Award Winner
Challenges
• No marketing and advertising budget • Small PR budget • Resource intensive • Unknown brand• Bad release date
Lesson No 1
• It's not about the money money money!!!
Lesson No 2
• Plan to win!
People Processes Tools
Client collaborationResponsibilityAccountability
Teams
How its doneQuick approvals
Feedback mechanismsCommunication
Eliminate Bottlenecks
Project planning Management
Track progress Reporting
Alert systems
INTERNAL
Lesson No 2
• Plan to win!
Strategy Define what’s
required
Planning Execution
BrainstormMarket Research
Audience identificationBusiness & Comms objectives
Outcomes
Communication messages,
activities, channels & timelines
What if? Be prepared.
Rollout communications
activitiesMonitor, adjust
and refine
Measure
CAMPAIGN
Results tracking Measure daily, weekly,
monthlyDocument success &
challenges
Lesson No 3
•Partnerships are key!•Get buy in at the
outset
SA’s Future Stars
8
Nyaniso Dzedze as Muzi
Mbuso Kgoroge as Prince
Bontle Modiselle as Khanyi
The Celebrities
9
With several celebs making memorable cameos:
Thembi Seete as MC
Khanyi Mbau as MC
Lorcia Cooper as Competition Judge
Amanda Du Pont asCompetition Judge
Khutso Theledi
as Gusheshe
Spinner
Boity Thulo as MC
Dance Crews
10
African RevolutionFreeze Frame
Afro Tribal BlagoraReptilez
The Choreographer
11
Paul Modjadji
The Makers
12
Wandile MolebatsiActorProducer
Scotness SmithDirector Fidel Namisi
ScriptwriterProducer
The Partners
Lesson No 4•Create something worth talking about
Triumph over Adversity
Vibrant Voice of Urban Youth in post apartheid SA
Amazing Talent
Something hot is coming #AyeyemajaivaneBreaking
Boundaries
SA dance just
got real
Lesson No 5
•Understand your audience •Use influencers to
reach them• Aspirational, positive, current and
fashionable• High Klout score and following
Reach FB
5.294
Million
Reach Twitter 10.109 Million
Lesson No 6
• Embrace resilience• Roll with the punches• Adjust quickly • Never give up
Lesson No 7
• Embrace young people • They are the future leaders• Need mentorship
Lesson No 8
• Have a laser sharp focus – focus on where you will have the most impact!• Tactics •Media • Influencers• Partners • Platforms/channels
Lesson No 9
• Client Relationship - there must be a good fit•Manage expectations• Constant communication and feedback• A collaborative approach
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SOCIAL MEDIA
BRANDINGMARKETING
PUBLICITY