🟨 Reclaim your DNA with Trophy Stout
We can no longer allow anyone to tell us who we are...
Hey there!
Every other Wednesday, I share a Marketing Campaign example to help you get fresh and actionable ideas to sell more and grow your business.
Trophy Extra Special Stout, a Nigerian stout brand created the Reclaim Your DNA campaign as part of efforts to seek reparation for the stolen artefacts that were looted by British colonial troops who invaded the ancient Benin Kingdom in 1897.
It aims to raise awareness of the ongoing impact and cultural vandalism caused by British colonialism. The Reclaim Your DNA campaign hopes to exert pressure on the UK Government to return the artworks.
Hundreds of thousands of Reclaim Your DNA-branded Trophy Stout cans were released into the market. Nigerian artists were commissioned to create new artworks inspired by the Benin Bronzes to draw attention to the absence of the sculptures from their home country.
A group of young British Nigerians went undercover in the British Museum, scanning the original artworks to produce digital source material and build AR filters from the designs. The goal is for Nigerians to add their faces to the AR designs, thereby lending weight to the calls for the return of the Bronzes. The AR filters were used to share the campaign on social media.
ICYMI: Let’s Protect their Innocence
Reclaim Your DNA is an example of a PR campaign. It is important to note that the campaign earned Nigeria its first nomination at the Cannes Lions International Festival of Creativity this year.
🍉 Action Points
Marketing with a clear purpose - Trophy Extra Special Stout aligned its brand with a meaningful cause, using the Reclaim Your DNA campaign to address historical injustices. Brands should identify social or cultural issues that resonate with their audience.
Connecting through art and culture - Engage local artists to create compelling visuals or artworks that connects with your campaign's narrative. This not only adds authenticity but also engages the audience emotionally.
Leverage digital tools - Embrace technology, such as AR filters, to improve your campaign's reach and engagement. By incorporating digital elements, you can create interactive and shareable content for social media platforms.
P.S. Please share this marketing campaign idea with a friend who would like it.
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