Phased media and content amplification strategy for REGAL Gin's sponsorship of the 2019 Afrobeat Party, celebrating the legacy of Fela Anikulapo Kuti.
Challenge
REGAL Gin, launched in Nigeria in 1983, has maintained a strong presence within the gin category through a diverse range of sizes and variants. To further promote the brand, drive appeal, and increase its market share, REGAL sponsored the 2019 edition of the Afrobeat Party — an annual concert celebrating the legacy of Fela Anikulapo Kuti.
Approach
To maximise the impact of the sponsorship, a phased media and content amplification strategy was executed across pre-event, live event, and post-event stages. Influencers were activated to drive visibility and attendance, while audio-visual content and audience feedback were captured to extend the campaign lifecycle beyond the event.
Outcomes
- Amplified event highlights across relevant media and digital platforms.
- Increased media visibility for REGAL Gin across online and print channels.
- Extended campaign reach through influencer-led content and post-event amplification.
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