Amplifying the "Black Shines Brightest" Campaign:  How Diageo  Used The Wowzi Platform To Make A Lasting Impact
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Amplifying the "Black Shines Brightest" Campaign: How Diageo Used The Wowzi Platform To Make A Lasting Impact

Sharon Muhambe
Sharon Muhambe
June 10, 2023

The "Black Shines Brightest" campaign, brought to you by Diageo, is a celebration of the creativity and ingenuity that thrives in African culture. With four key pillars—music, football, cuisine, fashion, and art—the campaign aimed to captivate audiences and highlight the richness of African talent. To achieve this, Wowzi's influencer platform was enlisted to find the perfect group of influencers who could bring these pillars to life.

The Task: Our task was clear: to identify a diverse and dynamic group of influencers who could authentically represent the essence of the "Black Shines Brightest" campaign across the four pillars. By leveraging trends, premium influencers, and a Twitter space, we sought to create impactful communications that would resonate with the target audience.

The Objectives:

  1. Drive meaning and desire by delivering compelling communications that embody the spirit of "Black shines brightest."
  2. Establish Guinness as the top-of-mind choice for key occasions, fostering craving appeal.
  3. Enhance brand perceptions and increase relevance by seamlessly integrating Guinness into the cultural fabric.

Twitter Space Results: We hosted a captivating Twitter space that achieved remarkable results, generating extensive reach and positive sentiment.

  • Reach: The Twitter space reached an impressive 91% of the target audience, ensuring maximum exposure and engagement.
  • Sentiment: We received over 400 positive sentiments, highlighting the enthusiasm and appreciation from attendees.
  • Attendees: A total of 7,763 individuals participated in the Twitter space, contributing to vibrant discussions and memorable moments.
  • Retweets: The content shared during the Twitter space garnered a staggering 10.2K retweets, amplifying the campaign's message to a broader audience.
  • Tweets: Our campaign hashtags (#1, #2, #3) trended as the top topics on Twitter, capturing attention and sparking conversations

Wowzi's Impact: Wowzi's influencer platform played a crucial role in connecting Diageo with influencers who epitomized the pillars of the "Black Shines Brightest" campaign. By carefully selecting influencers who were passionate about music, football, cuisine, fashion, and art, we ensured an authentic representation of African culture and maximized audience engagement.

Through the strategic use of Wowzi's influencer platform, Guinness "Black Shines Brightest" campaign achieved remarkable success. With a captivating Twitter space, we ignited conversations, drove positive sentiment, and amplified the campaign's message to a wide audience. This collaboration between Diageo and Wowzi showcases the power of influencer marketing in authentically connecting with audiences and bringing cultural campaigns to life.

Together, let's continue to celebrate the richness of African talent and the brilliance that shines from within. Join us in making a lasting impact with Wowzi's influential platform.

Let us show you how your campaign goals and your influencer selection process fit together.

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