WildFlower PR successfully managed the PR activations for the CAF Awards till 2017 when they took on a different sponsor. Till date, the awards’ event remains the most successful in Africa, trending daily on social media in the run up to the event and generating over 20 trends during the live airing. The awards’ show trended in over 40 cities globally including Abuja, Lagos, London, Paris and Johnannesburg and incited a user generated Twitter petition to give the awards an official emoji in addition to the hashtag.
The Strategy: Leveraging on the global appeal of football and on the fan base of the stars themselves, conversations were generated daily on elements of the award. Live videos were curated, image updates, commentary and streaming were all engaged. Also, an audience base beyond Africa, were able to engage with real time updates on the show.
The Result: 500 million impressions, 5 million views, over 2,000 blog and website mentions, over 100,000 social media mentions and a user generated petition.