What:

Much-loved South African celebrity Bonang Matheba decided to launch a Cap Classique, as the first black woman to become a member of the Cap Classique Producers Association

Client Needs:

Big Idea:

CSA launched a secret online space where 1,803 followers were afforded VIP access to BNG’s TW and IG on the day of launch – 18:03:19. (That number was hit in three days!) A competition on Bonang’s own TW account afforded winners an invitation to the exclusive launch event. Bear in mind that, at this point, we had not revealed what BNG actually was, but 10s of 1000s of users updated their bios to #HouseofBNG. After the reveal, TWT achieved 13 000 followers and 50 000 IG within a week.

CSA combined multi-channel and social media around the launch as well as each celebration event we had partnered The House of BNG with. Alongside, we built hype around the brand’s ultra-luxury innovation – The Prestige Reserve. Through employment of classic PR, social media and Bonang’s own audience, remarkable media value and reach was achieved in just one year, resulting in BNG being the most-followed alcohol brand in SA.

Key Outlets:

ZAlebs, Sowetan Live, Food24, BBC World News, TIMES LIVE, Channel24, Cosmopolitan, NEWS365, GLAMOUR,