“To say we are delighted with the media results will be an understatement”

Catherine Norman – Marketing, Flourish Ventures, Silicon Valley

Flourish Ventures

Report on the Gig Economy During COVID-19 in South Africa
Issue

Flourish Ventures, a mission-oriented global venture capital firm with portfolio investments throughout Africa, wanted to raise awareness of its report in South Africa on its global research series —The Digital Hustle: Gig Worker Financial Lives Under Pressure. The report tracks the experiences of gig workers in South Africa, those who use digital platforms such as e-hailing or delivery apps, to learn more about how they are faring during the COVID-19 pandemic.

Flourish wanted to use the report to increase awareness of their work in Africa in the Fintech space and also to showcase their understanding of the Gig Economy and the Start Up world across the continent. Even though the report was South African focused, it was agreed that we could use our media network to expand the coverage across Africa and tailor the press release to work in Kenya and Nigeria.

Approach

Tell-Em Public Relations was brought on board in July 2020 to work with the Flourish Team and the agency MD, Elizabeth Cook, headed up the PR team in Kenya, South Africa and Nigeria. A press release was tailored for the Kenyan and Nigerian markets and the release was embargoed and it was sent to the media along with supporting material and graphics from the research report. Interviews were then arranged across Africa with the Flourish Team.

Result

The press release and the media interviews have run across tier one media in all three markets with a strong mix of broadcast, online and print. An opinion article was secured in South Africa’s prestigious publication – “Business Day” and high profile media interviews have taken place across key radio, TV and national newspapers.

In total we had 53 media hits across tier one media in Kenya, Nigeria and South Africa over one month with a value of USD $ 85,600

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