Cases


Client Name	Reckitt Benckiser Nigeria Limited
Project Description	Mortein Anti-Malaria Campaign
Dates of Project	January 2012 –Date
Client Contact	Mr. Kashyap Sanjay, Mark, MD; Ms. Kemi Saliu, Category Manager (Home & Hygiene)
Client need/ objective	Client had a need to own and attain market leadership of the insecticide segment through its brand, Mortein. It sought to leverage on the annual World Malaria Day, commemorated on April 25 of every year, to communicate the key benefits of Mortein to target consumers. The tactical initiatives involved striking a partnership between Reckitt Benckiser/Mortein and the Lagos State Government; partnership with the National Association of Nigerian Nurses and Midwives (NANNM) as well as a subtle Celebrity Endorsement.
CRN Insight / innovation	CRN leveraged its long standing relationship with the Lagos State Government by brokering a partnership for Reckitt. The partnership resulted in the first ever courtesy visit to the Deputy Governor of Lagos State by Reckitt Benckiser’s top Management; Mortein’s exclusive access to carry out activation of the ‘Voices Against Malaria’ during ante natal sessions at the state-owned hospitals. Mortein was equally positioned as a ‘protection brand’. We also facilitated the signing of a MOU between Reckitt Benckiser/Mortein and NANNM.
CRN Response/ Deliverables	In addition, we facilitated the appointment of Nigeria’s popular singer, Omawumi Megbele as the Spokesperson for the Mortein Voices Against Malaria Campaign as well as her tour of Nairobi and Kenya. Aside this, CRN leveraged its extensive relationship with the Nigerian media to provide wide publicity for the series of activities lined up to commemorate the WMD.
Achievements	Mortein and indeed Reckitt Benckiser gained significant Share of Voice and Top of Mind Awareness as a result of the interventions that we provided. This has helped the brand to consolidate its leader ship of the protection segment. The total PR value of the media coverage that we generated was N16 million as against the N7 million approved by Client. The Kenyan Health Ministry made a request for the campaign to return to Kenya.


Client Name	Connect Marketing/BTM
Project Description	PR leverage for the Williams’ Sisters visit to Lagos, Nigeria
Dates of Project	October – November 2012
Client Contact	Kayode Okunade: Project Manager
Client need/ objective	The visit of the Williams Sisters, best described as the ‘Goddess of Tennis Court’, to Lagos, Nigeria, under the platform of Breaking The Mould (BTM), was definitely a big boost to the nation’s image and most importantly to the positioning of Lagos as a tourism destination. In view of this, Client needed maximum mileage to leverage the property in local and foreign media alike.
CRN Insight / innovation	In response, CRN adopted the strategy of having an informed circle of media personnel comprising Sports, News, Brands and Lifestyle Editors who were committed to writing positively about the visit. This was strategically syndicated to cover the different schedule of activities for the visit.
CRN Response/ Deliverables	Beginning from their arrival, CRN facilitated the coverage of the airport arrival which made Front Pages of leading newspapers like The Guardian and The Nation the next day. In addition to the informed circle of journalist that CRN committed to writing about the visit, our internal Content Team also generated and managed the content used in the media. This was done through the development of a story bank where stories were mined to different media platforms ranging from print to electronic, local and international as well as the social media.
Achievements	Amidst the huge turnout of media at the various stages of the Williams Sisters’ visit and events, CRN effortlessly managed the process of accreditation and interviews. There was a massive media mention in the Nigerian media as well as online sites and blogs, with over 20 Front Page mentions in the print media. CRN generated 68% more PR value than the agreed performance indices on this project.

Project: Crisis Management for the LASAA brand

There were a barrage of misconceptions about the LASAA brand particularly on how it spends funds generated from fees paid by outdoor Agencies and business owners for signages.


Client Name	Lagos State Signage and Advertisement Agency (LASAA)
Project Description	Crisis Management for the LASAA brand
Dates of Project	May 2010 – July 2010
Client Contact	Mr. Tope Akande / Mrs. Oyinlola Adesina
Client need/ objective	There were a barrage of misconceptions about the LASAA brand, particularly on what the organization was using the funds generated from fees paid by outdoor Agencies and business owners on signages for.
CRN Insight / innovation	CRN found out that the LASAA brand was responsible for quite a number of environment enhancements in Lagos. These include street beautification, street signs and street lights on the street s of Lagos. This information was not known by the brand’s stakeholders.
CRN Response/ Deliverables	Our job began with an immersion session with the staff of LASAA, Media parley with brand writers and senior environment correspondents to inform them about LASAA’s role in the society.
Achievements	A better understanding of the regulatory functions of LASAA and the brand’s efforts in improving the aesthetics of Lagos by the brand’s stakeholders was achieved within the period of this intervention by CRN

Project: Positioning the Terra Kulture Brand as the Premier Privately Owned Cultural Brand in Nigeria

Terra Kulture is one of the biggest private players in the promotion of arts and culture in Nigeria. However, the brand had not known how to own the platform.

CRN developed strategic plans and tactics for a one year period that enhanced the Terra Kulture brand and ensured that the brand is positioned as Nigeria’s premier private – owned cultural brand.


Client Name	Terra Kulture
Project Description	Positioning the Terra Kulture Brand as the Premier Privately Owned Cultural Brand in Nigeria
Dates of Project	March 2010 – March 2011
Client Contact	Mrs. Bolanle Austen- Peters
Client need/ objective	Though a recognized cultural brand, Client identified a need for a more strategic PR and Reputation management plan for the Terra Kulture brand.
CRN Insight / innovation	Terra Kulture is one of the biggest private players in the promotion of arts and culture in Nigeria.
CRN Response/ Deliverables	CRN developed strategic plans and tactics for a one year period that enhanced the Terra Kulture brand and ensured that the brand is positioned as Nigeria’s premier private – owned cultural brand. This first step in actualizing this was involving the internal publics of the Terra Kulture brand in the CRN tool – an immersion session with the CRN team. CRN also deployed a series of engaging activities with extensive media leveraging to communicate the brands lead in the sector.
Achievements	The brand has recorded tremendous increase in patronage particularly amongst the international community in Lagos.

Project: Entrenching Destination Lagos in The Purview of The Diaspora Community

Lagos Tourism had identified the global Diaspora community as a core market and had successfully in her first appearance at the Notting Hill Carnival, drawn attention to Lagos as a destination for business and leisure.

There was therefore a need to further entrench the Lagos brand to the ever increasing carnival audience (estimated at over 2.5 million people from various countries in attendance, over a 100 million TV and Internet audience across the globe) and also provide an exposure opportunity to the co-sponsor, First Bank Nigeria.


CRN Insight / innovation	Use the Notting Hill Carnival as an experiential platform for target to feel the high impact cultural backgrounds of the destination, Lagos and also provide an opportunity for the exposure of the First Bank brand, particularly selling First Bank’s numerous remittance schemes.
CRN Response/ Deliverables	•Offering First Bank, an opportunity to connect informally with Diaspora target. • Full post event publicity for First bank and Lagos State on local and international media and sustain excitement amongst the target.
Achievements	A large amount of media mileage was generated for Lagos State and First Bank PLC locally and globally in the print, electronic and social media.


Client Name	Reckitt Benckiser Nigeria Limited
Project Description	PR Leverage of Dettol 21 Days to a ‘Healthy Hands with Dettol’ Campaign/Global Handwashing Day
Dates of Project	December, 2012
Client Contact	Mr. Kashyap Sanjay, Marketing Director
Client need/ objective	As a way of reinforcing its leadership position in the hygiene segment and as part of lined up activities to mark the 2012 Global Handwashing Day Client needed to communicate its new strategy of catching the children young by making them to imbibe the habit of hand washing through regular practice for a period of 21 days.
CRN Insight / innovation	PR initiatives aimed at entrenching healthy hands habit in children beyond the Global Handwashing Day; emphasising handwashing as a legacy programme that transcends beyond a one-day experience, but something that is part of everyday life of children. This way, significance of the Dettol brand was emphasised.
CRN Response/ Deliverables	CRN facilitated experiential tour of schools where the 21 Days to a ‘Healthy Hands Habit’ with Dettol was experienced by Journalists from Education, Health, Children and Brand desks who wrote positive news and feature stories and photo news about the initiatives. As a testimonial of our strength in strategic media relations, we got immediate impact of 2 front page lead photo mentions in The Guardian and Daily Independent newspapers the next day.
Achievements	Dettol has maintained its No.1 position in the hygiene segment in Nigeria while hand hygiene consciousness has also gained prominence amongst Nigerian families especially in-school children.

Project: Leveraging the Rivers State Carnival for Economic Growth

Many state governments in Nigeria have become consciously aware of the individual and institutional foreign investors' search for economies to invest in. This phenomenon prompted the Rivers State government to make frantic efforts to maximize the Rivers State Carnival (CARNIRIV), in order to enhance the State’s image and attract investors.

CRN’s strategic plan was to play up Port Harcourt City’s centenary celebration and mobilise target specific media to capture the electrifying ambience and consumer delight from the carnival.


Client Name	Rivers State Tourism Development Agency
Project Description	Positioning the Port Harcourt Carnival (CARNIRIV 2012) as a Recognisable and Reckonable Global Brand
Dates of Project	December, 2012
Client Contact	Dr. Sam Dede
Client need/ objective	Though a recognized cultural brand, Client identified a need for a more strategic PR communication in order to maximise the opportunities the carnival brings.
CRN Insight / innovation	Play-up Port Harcourt’s centenary anniversary to highlight the city’s rich heritage. Beginning from the Flag-off Media Conference, CRN facilitated the coverage of the eight-day CARNIRIV, and some of the activities made Front Pages in leading national newspapers including The Punch.
CRN Response/ Deliverables	To deliver on the campaign objective and ensure clear messaging, CRN use a multilayer story mining approach to react each key target segment with a specific message: Business, Tourism, Social Security, Economy. The 2012 edition of the carnival achieved the highest level of mobilisation since its inception.
Achievements	This resulted in a boost in local businesses during and even after the carnival. The increased SoV of the CARNIRIV brand also attracted more sponsorship from corporate organisations.


Client Name	6th Lagos Economic Summit (EHINGBETI 2012)
Project Description	PR Leverage for the 6th Lagos Economic Summit (EHINGBETI 2012)
Dates of Project	February – May 2012
Client Contact	Mr. Ben Akabueze, Hon. Commissioner for Economic Planning & Budget
Client need/ objective	There was a need to generate awareness for the Economic Summit, drive sponsorship, engender quality attendance and ultimately get potential investors to take decisions to invest in the Power, Agriculture and agro-allied, Transportation as well as other programmes of the state government.
CRN Insight / innovation	PR initiatives were designed to align Key Opinion Leaders (KOLs) and positive Word of Mouth behind the Summit. CRN proposed the presence of such KOLs at the Press Conference to announce the Summit and reiterate its significance.
CRN Response/ Deliverables	CRN developed and implemented strategic PR Leverage before, during and after the Summit which included a pre-Summit Power Networking Media Conference attended by two respected investment analysts and Journalists from the Business, Energy, Agriculture, Transportation and Housing desks. Media contents were developed for both the print and broadcast media while a fully ICT equipped Media Centre was set up during the three-day Summit.
Achievements	The high impact of our strategic intervention stimulated high attendance of investors and speakers from Nigeria, Africa, United Kingdom, United States and Europe. More significantly, a number of investment decisions in the four key focus areas of the summit were made.

Cases

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