The lessons we learnt creating a Global award winning PR campaign
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Transcript of The lessons we learnt creating a Global award winning PR campaign
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HEAR ME MOVE
@janinelloydPR @PRexpertSA @HearMeMoveFilm
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Creating groundswell for SA’s first dance
movieRelease date: 27 February 2015
Global World Award Winner
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Challenges
• No marketing and advertising budget • Small PR budget • Resource intensive • Unknown brand• Bad release date
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Lesson No 1
• It's not about the money money money!!!
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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
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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
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Lesson No 3
•Partnerships are key!•Get buy in at the
outset
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SA’s Future Stars
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Nyaniso Dzedze as Muzi
Mbuso Kgoroge as Prince
Bontle Modiselle as Khanyi
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The Celebrities
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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
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Dance Crews
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African RevolutionFreeze Frame
Afro Tribal BlagoraReptilez
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The Choreographer
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Paul Modjadji
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The Makers
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Wandile MolebatsiActorProducer
Scotness SmithDirector Fidel Namisi
ScriptwriterProducer
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The Partners
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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
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Lesson No 5
•Understand your audience •Use influencers to
reach them• Aspirational, positive, current and
fashionable• High Klout score and following
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Reach FB
5.294
Million
Reach Twitter 10.109 Million
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Lesson No 6
• Embrace resilience• Roll with the punches• Adjust quickly • Never give up
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Lesson No 7
• Embrace young people • They are the future leaders• Need mentorship
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Lesson No 8
• Have a laser sharp focus – focus on where you will have the most impact!• Tactics •Media • Influencers• Partners • Platforms/channels
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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