Ryobi: Kirsten Landman's Road to Dakar

Ryobi Africa, a power and garden tool manufacturer, launched a marketing campaign to achieve a direct impact on sales, reach 10 million South Africans with campaign messaging and earn twenty Tier 1 pieces of coverage.

Opening Statement

#PeopleAndPowerToolsThatWontQuit was Ryobi Africa's most successful integrated marketing campaign in its 30 year history.

Our campaign was a monthly, social media documentary series - supported by traditional and digital PR tactics - starring Kirsten Landman, who was aiming to become the first African womxn to complete the Dakar Rally.