At DUO Marketing + Communications, we pride ourselves on delivering measurable results that move the needle. The annual review for our client, Braintree, is a prime example of a year focused on complementing highly successful public relations with digital campaigns to further strengthen brand awareness and credibility among key target audiences.
The results over the 12-month period between September 2024 and August 2025 significantly surpassed key goals, greatly expanding reach and transforming the market positioning of Braintree, a leading Microsoft solutions partner and enterprise transformation specialist.
Exceeding Media Coverage Goals
Our primary goal for media coverage was 120 articles. We didn’t just meet it – we secured 171 published articles in Tier 1 media, with the actual number of media coverage secured reaching over 4 million impressions.
Key highlights from our efforts include:
- Content Development: 24 content articles, successfully hitting our goal.
- Media Interviews: 13 media interviews, well over the retainer goal of 8. This included major wins with broadcast media giants like RSG, Moneyweb, Business Day Spotlight, and Power FM.
- Media Features: 11 media features, surpassing the goal of 8.
The consistent availability and eagerness of Braintree’s spokespeople to contribute to PR and marketing efforts, particularly after a media training session, were key factors in this success.
Broadening Audience Reach and Verticals
We amplified Braintree’s message by consistently targeting high-impact publications, which led to a remarkable total reach:
- Massive Reach: Our content, across published articles and media interviews, reached over 4 million people in the 12-month review period. This includes a huge spike in March, driven by a broadcast interview, where our reach exceeded 1.6 million.
- Targeted Verticals: We achieved an increased focus in business publications, securing 87% of coverage in business and tech publications. This strategic shift was a direct result of our focus on reaching a larger, more relevant audience.
Winning Awards and Driving Digital Awareness
Elevating brand credibility and industry presence was a core focus:
- Award Wins (Again!): For the second year in a row, DUO secured a major award for Braintree. We successfully nominated them for the Intelligent ICT Awards Africa 2025, where they won Intelligent Digital Transformation of the Year. They were also shortlisted for two additional awards. This win alone generated 9 published articles from a media release shared.
- “Deeply Rooted” Digital Campaign: We implemented Braintree’s first digital campaign, “Deeply Rooted,” to position them as a big business making waves, moving away from the “little old Braintree” perception. The campaign, which included sponsored content and social media boosting, was highly successful, achieving over 200,000 impressions, a social media reach of over 100,000, and over 80% engagement.
The Road Ahead: From PR to Lead Generation
This successful year of brand elevation and awareness has built a solid foundation. Our next step for Braintree and a key phase for any client who has established strong brand momentum, is to pivot towards Lead Generation Campaigns.
This approach, which moves from Paid, Earned, Shared, and Owned (PESO) media to tangible commercial return on investment, is the natural evolution of successful PR.
Is your brand ready to move from awareness to action?
If your business is looking to not only elevate your brand but also translate that success into qualified leads, the DUO team is ready to partner with you. Contact us today.
