The client’s main challenge was to build an earned and paid media programme from scratch and with a modest budget . The programme had to deliver meaningful results. The business needed to implement its first ever, integrated paid and earned approach across Europe and South Africa. The programme had to generate visibility quickly, without relying on existing campaign momentum. The commercial opportunity was to build a scalable media model that could support further market expansion.

A paid and earned media programme, operating within tight budget restrictions, was proposed in November 2024, then executed from February 2025. The campaign combined media relations, editorial outreach and paid activity to build brand awareness, website traffic and engagement. The success of the initial programme led to expansion into additional regions (USA, LATAM, UK)

100+ editorial placements secured. 13,500+ UTM tracked visits generated to SHOWA website