the lessons we learnt creating a global award winning pr campaign

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

21

SOCIAL MEDIA

BRANDINGMARKETING

PUBLICITY