The House of BNG
CSA created a secret online space where 1,803 followers received VIP access to Bonang’s Twitter and Instagram accounts on launch day (18:03:19).
Challenge
Generate media and social media buzz around Bonang Matheba’s launch of House of BNG , a luxury Cap Classique, and its positioning as her “love letter to Africa.”
The Big Idea
CSA created a secret online space where 1,803 followers received VIP access to Bonang’s Twitter and Instagram accounts on launch day (18:03:19). This exclusive reveal was accompanied by a competition, giving winners invites to the launch event. Within days, #HouseofBNG was trending, and Bonang’s brand saw a massive surge in followers across platforms
Execution
Through a combination of social media strategy, classic PR, and leveraging Bonang’s personal following, CSA generated significant media coverage and engagement, positioning House of BNG as the most-followed alcohol brand in South Africa within a year