As Blink by MiWay’s PR agency, Irvine Partners has helped establish the brand as a leader in digitally-based insurance. Through weekly media coverage, broadcast interviews, and executive profiles, Blink by MiWay has grown to be recognised as a serious player in the digital car insurance space that meets the needs of the modern driver.
Onafriq
Irvine Partners, PR agency for Onafriq (formerly MFS Africa), needed to generate significant media buzz around the company's rebrand in a crowded and often uninspiring category (rebrands). We implemented a two-pronged strategy built on a foundation of deep client understanding:
Regionally relevant content:
Through ongoing communication with Onafriq stakeholders across key regions (South Africa, Ghana, Kenya, Nigeria, and the UK), we gained a nuanced grasp of the brand's local offerings and their connection to current events. This allowed us to craft content and outreach tailored to each region's specific media landscape and audience interests.
Engaging beyond:
We went beyond the traditional press blast by inviting key media contacts to partner events in each region. These events fostered deeper connections, enabling journalists to directly engage with Onafriq representatives and gain a richer understanding of the rebrand's significance for their local market. This resulted in high-quality interviews with podcast, radio, and television outlets, leading to stories with greater depth and regional relevance.
Results:
Examples: Coverage included Metropol TV, HOT fm, Channel Africa, IT Web Africa, Bizcommunity, TechCabal, Business Day, Fintech Times, Business and Financial Times, TechNext24, and the Fintech Insider podcast.
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Area
- Finance
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Year
- 2022
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Deliverables
- Communications strategy, content creation, publicity and media management, reputation and risk management
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