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 Case Study: Elevating the Next Generation of African Fashion Talent through the Christie Brown Academy

by with No Comment Business

Client Overview

The Christie Brown Academy, an initiative by the renowned Christie Brown fashion house, is an incubator designed to shape the next generation of African fashion leaders. The Academy’s mission is to equip emerging designers and creatives with the skills, knowledge, and mindset needed to compete and thrive in the global fashion industry.

The Challenge

To drive widespread media coverage and social media buzz around the Academy’s 2nd Cohort Graduation event, while positioning Christie Brown Academy as a leading fashion education initiative on the continent.

Objectives

  1. Amplify awareness of the graduation showcase through strategic press and media engagement.
  2. Position Christie Brown Academy as a leading incubator of fashion talent in Africa.
  3. Celebrate the 2nd graduating cohort and elevate their narratives through editorial exposure.

Our Approach

Nueva Comms developed a comprehensive PR and media relations strategy that included:

  • Timely press release dissemination before and after the event.
  • Coordinated media invitations and on-ground interview support on graduation day.
  • Exclusive media pitching and placement in both traditional and digital media.
  • Social media engagement with targeted influential bloggers and media platforms.

Media Coverage Highlights

  • Total Placements Secured: 27
  • Media Outlets Covered: Print, online, TV, and Instagram
  • Coverage Breakdown:
  • Print: Graphic Showbiz, B&FT, The Spectator
  • Online: 14 platforms including Graphic Online, Ameyaw Debrah, Business Ghana, Fashion Ghana, Melange Africa, Fashion Pivot, Nairobi Fashion Hub, Style Afrique, and more.
  • Television: Joy News, Joy Prime, and MX24 featured the graduation on flagship programs.
  • Social Media: Reels shared across platforms such as Pulse Ghana, Fashion Ghana, Ameyaw TV, and Melange Africa saw impressive engagement.
Feature being captured in B&FT Weekend (Insider Cover)

Click to view some of the selected coverage:

Ameyaw Debrah Graphic Showbiz Business Ghana

Results & Impact

  • Successfully secured 27 media placements, exceeding original target.
  • Enhanced the brand positioning of Christie Brown Academy as an incubator of future African fashion entrepreneurs.
  • Generated significant social media engagement through 15+ reels across influential media platforms.
  • Showcased the impact of fashion education and mentorship powered by African leadership and creativity.

Key Learnings

  • Strategic PR planning and Storytelling can powerfully amplify fashion education initiatives.
  • Collaboration with credible media and digital influencers is essential for reaching target audiences.
  • Post-event syndication and media interviews are critical in sustaining the buzz.

Testimonial

“I want to say Thank You So Much for Yesterday. I’ve always admired the work you do, and I feel honoured that you took on the CBA Project.“

– Aisha Ayensu, Creative Director, Christie Brown.

About Nueva Comms

Nueva Comms is a boutique PR and communications agency dedicated to telling compelling African brand stories. We deliver strategy-driven solutions for fashion, lifestyle, corporate, and development brands seeking meaningful visibility and impact.

Contact us for your PR and Communications solutions via info@nuevacomms.com

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5 PR Goals you should consider in 2025

by with No Comment BusinessUncategorized

As businesses prepare for 2025, it is important that you include Public Relations (PR) goals as part of your business strategies. In doing so, you should ensure that your PR goals align with the overall objectives of the organisation taking into consideration emerging trends, evolving consumer expectations, and technological advancements. Here are some strategic PR goals your business can consider:  

1 . Strengthen Digital Presence and Community Engagement 

  • Goal: Foster authentic relationships with digital audiences.  

   Strategies:

  • Build your online presence through Press Releases, Features, Thought leadership Articles etc
  • Utilize emerging platforms like TikTok and Threads for creative storytelling
  • Host live-streamed events, Q&A sessions, or virtual experiences using AR/VR.
  • Create contents that engage your followers and address their feedback directly 

2. Enhance Sustainability Messaging 

Goal: Position the brand as a leader in sustainability and ethical practices.  

Strategies:  

  • Promote eco-friendly materials, packaging, and supply chain transparency
  • Highlight partnerships with sustainable organizations or certifications
  • Share impact reports and measurable goals toward carbon neutrality.  

3. Embrace Technological Innovation  

Goal : Leverage technology to create buzzworthy campaigns and improve user experiences.  

Strategies:

  • Introduce AI-driven personalization, such as customized product recommendations or virtual tools.
  • Explore Web3 technologies like NFTs or blockchain for authenticity and exclusivity.
  • Develop branded apps or tools for customer engagement.  

4. Highlight Purpose-Driven Initiatives  

  • Goal: Connect with consumers by supporting meaningful causes.  

Strategies:  

  • Create cause-related campaigns that align with issues like climate change, mental health, or gender equality.  
  • Donate proceeds from specific products to charity.
  • Share stories of how the brand is creating social impact.  

5. Elevate Influencer and UGC Strategies  

  • Goal: Expand reach and credibility through trusted voices.  

 Strategies:  

  • Collaborate with micro- and nano-influencers for niche audiences.  
  • Encourage user-generated content (UGC) through challenges or giveaways.  
  • Partner with influencers for co-branded collections or experiential campaigns.  

Does your business need PR? We are happy to offer our tailored PR services. Email us at info@nuevacomms.com and let’s elevate your brand.