Using quality PR content to drive Pan-African brand visibility
Mukuru, a leading money transfer and remittance services provider, approached DUO to help elevate the brand and its offerings in South Africa to relevant high-value audiences, and to establish the company’s position as the thought-leaders in money transfer solutions.
Mukuru was looking to build its brand in South Africa among banks, retailers, regulators and other vertical markets, and to become synonymous with money transfers and financial products for foreign nationals living in South Africa. The company wanted to educate the market on its products and their value, differentiate from competitors, become an employer of choice in fintech, and possibly attract new partners too.
DUO proposed a Public Relations retainer in order to achieve the client objectives, with high quality content being used to drive editorial placement in technology, business and financial publications, as well as secure placement in features and to motivate for broadcast interviews. To reach a bigger and more relevant audience Pan-African media were also targeted.
Over an 8 month period, DUO secured over 100 pieces of coverage, with a total cumulative reach of over 17 million people. The majority of the coverage appeared in technology media, followed by business, general news, and finance. The advertising value of secured coverage represents a 4.4x return on investment (ROI) into PR.
The key highlight for the past 8 months is generating 109 pieces of coverage, an average of 13 published articles per month. Some key media coverage highlights include an Intelligent CIO Africa front cover, CNBC Africa and SABC Network interviews.
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