The Goldberg Brand
Goldberg, the leading regional mainstream brand of the people of the Southwest, has engaged its target audience through music since 2013.
It has consistently used the platform to get closer to its target market. Having owned the Fuji music space through Fuji T’o Bam for more than five years, it decided to extend its tentacles to Juju music, through the Ariya Repete platform.
It is a deliberate strategy to establish a strong affinity between the excellent beer and the people of the Southwest region.
The Brief:
The brief was to use PR to take ownership of the traditional music and culture space in the Southwest.
Agency Task:
The Roundtable
What Agency did was to engage the stakeholders by giving intellectual ownership to Fuji and Juju music across the Southwest and beyond
What Agency did was to engage the stakeholders by giving intellectual ownership to Fuji and Juju music across the Southwest and beyond
We organised a Roundtable were the evolution of Yoruba Music was discussed. It was headlined by Professor Tunde Babawale the Director/Chief Executive of the Centre for Black and African Arts and Civilization (CBAAC). The Oni of Ife-Oba Adeyeye Enitan Ogunwusi - Ojaja II
One of our strategies was to sustain a robust conversation by bringing an intellectual perspective to the initiative. We brought stakeholders from various education sectors annually to look at the problems facing Teachers in the country.
Outcome
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The discourse generated a lot of conversation in the region. The brand took ownership of that space and became a leader in that segment of the market.
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There was validation from the relevant quarters.
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It helped strengthen the platform and further tighten the hold of Yoruba music for the Goldberg brand
Other engagements for Goldberg include:
- * Isedowo.
* Celebration of Cultural Festivals and other cultural activations.
Analysis of Mentions:
