Manhattan Sweets and Snowflake Flour needed to amplify their existing Mother’s Day campaign with PR with an edge. They wanted a different take on Mother’s Day, and we achieved this by getting Maps Maponyane on board.

The Dear Fluffos campaign was mobilised across a diverse media landscape, through the context of PR, which included broadcast, print media, digital publications.

We accessed a previously untapped audience by partnering with a young, trendy influencer. Although Maps Maponyane was an off-centre choice for a Mother’s Day marketing campaign, it was with the objective to speak to how ‘behind every gentleman is a wonderful mother’. We chose him for his golden boy appeal, and the fact that he resonates with men and women, young and old alike.

Had the client paid for the 15 influencer features, 56 online features, 2 print features, and 7 broadcast features that we generated, it would have amounted to R6 million in media spend. But, through a meaningful storytelling PR campaign with Maps Maponyane and his mom, these harnessed these impressive results without any media spend. And, we achieved media coverage of R18 million in PR value!

The media landscape is more competitive than ever, which means that successful PR campaigns are even more challenging to pull off. It’s vital then that you only choose to amplify your marketing campaign with public relations if what you’re doing is newsworthy.