Showcase Ouma as a brand that is authentic, warm and celebratory of families across South Africa. Dip ‘n Ouma relates to a special moment shared with loved ones, which was brought to life within various phases of the PR approach. The approach included sourcing and partnering with four social media influencers (Minki van der Westhuizen, Kriya Gangiah, Jonathan Boynton-Lee and Bahumi Mhlongo). We worked with the influencers to co-create video content to share the memories they have of their grandparent’s and how they would like to celebrate them. These videos were shared to their key social media pages as a build up to Grandparent’s Day as well as on Ouma owned platforms. Following this, content was crafted around the names we use for our grandparents, imbued with the impact Grandparents have on our lives and included real life anecdotes from the influencers. To drive the hyper personalisation/ resonance aspect – a select group of media influencers received a personalised Ouma Grandparents day gift consisting of the new boxes, and a card featuring an image of their Grandparent/s with an emotive message and space to include their own thoughts.