Public Relations Case Study

Visma Italia, a furniture company, wanted to launch its new store in Uganda and hired Adris Digital Africa to manage its media relations services. The goal of the campaign was to generate buzz around the store launch and create Top Mind Awareness for Visma Italia among the Ugandan audience.

Strategy

Adris Digital Africa developed a comprehensive PR strategy for the Visma Italia product launch in Uganda. The first step was to identify a number of lifestyle and housing journalists who could cover the launch and feature Visma Italia's furniture products in their publications. Adris Digital Africa also ran an influencer marketing campaign, targeting popular Ugandan social media influencers to amplify the brand's message and reach a wider audience.

Execution

Adris Digital Africa executed the PR strategy by conducting targeted outreach to journalists and influencers, providing them with information about the Visma Italia store launch, and inviting them to attend the launch event. The team also provided product samples and images to media outlets to facilitate their coverage of the event.

Results

The launch was a huge success, generating Top Of Mind Awareness for Visma Italia among the Ugandan audience. The launch event was covered by all the top-notch publications in the country, including NBS TV, UBC TV, Urban TV, Bukedde TV, New Vision, Red Pepper, and a full page in the Kampala Sun (now turned online newspaper), as well as many online news sites. The total advertising value of the media coverage was shs 385,948,000.

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