OBJECTIVES:

Our marketing objective was to increase awareness of BIC Africa Art Master Campaign in Nigeria using public relations (PR)

TACTICS:

Our marketing strategy was to

• Segment campaign into; interviews, photo mentions, news publications, and microblogs.
• Push the news publications & blogs to announce the competition
  Use interviews and photo mentions to unveil winners

RESULTS:

• Reached over 21 million people
• Achieved 110% of news publication
• Achieved 233% of Photo Mentions
• Achieved 100% coverage on interviews
• Achieved 147% coverage of online blogs
• 61% Earned Media coverage