Guinness – Made of Black Campaign

Challenge:

Strengthen Guinness’s emotional appeal and visibility in Ghana and internationally through the “Made of Black” narrative.

Our Strategy:

Launch a comprehensive, multi-layered PR and digital campaign centred on cultural pride and consumer engagement.

Execution:

– National media coverage in Ghana’s key cities
– Exclusive consumer events highlighting Guinness’ heritage
– Digital storytelling on Facebook, Instagram, and YouTube
– Partnerships with influencers and lifestyle brands for wider reach

Results:

– +35% increase in brand enquiries
– +33% increase in engagement requests
– +25% increase in sales within 3–6 months

Key Takeaway:

Storytelling rooted in culture, amplified with digital and partnerships, builds strong consumer bonds and boosts sales.