Malta Guinness has signed four-month influencer marketing deals with media figures Deloris ‘Delay’ Frimpong-Manso and Giovani Caleb, Afrobeats musician Mr. Drew, and singer/songwriter Worlasi.
They will lead the third step of the Malta Guinness #Rekognize campaign, which will consist of a collection of social networking posts and engagements aimed at engaging with the brand’s fans in a specific and substantive way.
Based on a tense societal perspective that “Ghanaians don’t support each other’s dreams and ambitions,” Malta Guinness initiated a brand-in-culture initiative to spark a national dialogue, bringing focus and confidence to the brand’s 30th-anniversary campaign “Celebrate Our Own.”
The first phase of the initiative, known as the #Rekognize campaign, saw Malta Guinness promote discussions across digital and radio platforms to inspire Ghanaians to celebrate their own.
In the second phase of the campaign, the brand challenged nine (9) chosen graphic designers in a competition called “The Rekognize Concept Contest” in an unconventional bid to honor talented Ghanaians. Their mission was to develop an innovative logo that encapsulated all the company stood for and promotes, which resulted in the brand’s signature limited edition packaging, which has been used since November 2020.
In the third phase, the brand would use the power of influencers to create an environment in which Ghanaians infect each other with excitement, hope, and a new wave of positivity. This will be accomplished by events such as #SpreadGood, in which Malta Guinness will fund influencer marketing programs for Ghanaian entrepreneurs, thus #Recognizing their hard work and bringing them closer to realizing their dreams.
Radio and TV host Giovani Caleb, YOLO star Aaron Adatsi, celebrity TV personality Regina Van- Helvert, medical practitioner and show host Dr. Vanessa Mensah- Karbo, actor David Chiderah, and YouTube phenomenon Aaliyah Sankofa would join Delay, Mr. Drew, and Worlasi to represent the Malta Guinness brand during the campaign season.
Malta Guinness is expanding its influencer marketing efforts in order to collaborate authentically, engage tangibly, and participate in the co-creation of marketing material with these influencers.
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SOURCE: ATLFMONLINE
