Guinness Ghana Breweries

How a beer brand contributed to an economic and social post-COVID revival. Work done for Diageo (Guinness Ghana Breweries) at Ogilvy Africa.

Task
Fast-track economic rejuvenation after the devastating effects the pandemic had on bars and get Ghanaians to support a social recovery project through a compelling B2B & B2C campaign.

Approach
We launched RISE UP, an economic and social recovery program aimed at getting business owners back on their feet and inspire consumers to confidently and responsibly move back to bars. We leveraged a consumer loyalty programme that positively impacted the lives of 175,000 people in the Diageo value chain.

Results
175,000 people positively impacted
+35% volume uplift
ROI of +14%
+4.8M Entries
1.2M Winners
500,000 unique redemptions
75% Media reach
Brand Guinness Salience score uplift of +4ppts