To launch their new fantasy football campaign in Uganda, Guinness Uganda hosted Roberto di Matteo, former Chelsea FC Manager who was endorsing the campaign in the country. To be impactful and achieve maximum visibility for both the Guinness campaign and the campaign ambassador, H+K Strategies employed a two-pronged strategy – aggressive media relations and effective influencer and stakeholder engagement.

H+K organized a coaches’ workshop that involved both FUFA and USL, the football governing bodies in Uganda, coordinated a stakeholder’s cocktail that brought all football fans from the business community together and through an aggressive media relations plan, reached out to entertainment and sports journalists, editors, analysts and reporters. The result was a total of 22 print stories, 25 online stories and 16 TV stories within one and a half weeks and uncountable online mentions for the campaign and RDM.