What was the brief like?
This brief was a big deal. In light of the global health concerns around the world due to COVID-19, a Nigerian national sports team signed a deal with top Brand X (not actual name) as their Official Health Partner and we were to amplify this announcement by creating content and amplifying them on the most effective media channels.
Let’s talk about the role you played during the execution of the brief.
My role was pretty clear. I was responsible for ensuring that the press and the public were very aware of this partnership and what it meant for both parties.
Can you share some of the results or outcomes from this campaign/project?
Impressively, this campaign recorded 43 earned media mentions in 3 weeks. Aside from that, engaging a group of social media influencers we had marked out for this campaign was more trouble than we had envisaged. We spent an additional three months trying to get them on board and when we thought they were finally ready to sign an agreement, they went AWOL. To be frank, I almost began to consider becoming an influencer so that people will chase me with money.
Have you got any key lessons from this campaign/project that is worth sharing?
Having alternatives will save you a lot of time and headaches as not every situation requires consistency or the need to show resilience. I’ve learnt that if the stumbling block is consistent, it just might be a sign for you to move on. You can’t apply the Thomas Edison motivational talk to every situation.
What’s next for you over the next three months?
A number of interesting campaigns. Watch out, it will be loud!
If you had a choice, what’s that one task you never look forward to doing when handling a project/campaign of this nature?
When running campaigns, having to pursue social media influencers with money is very frustrating and I never look forward to that aspect of campaign management.
My moods during the campaign:
At the beginning: 🥳
Midway: 🙄
At the end: 😴
