Elegant Fuel is one of the largest independent fuel providers in South Africa. Given Elegant’s passion for empowering people on their journey through life, Flow’s PR team was tasked with devising a campaign to profile this work in action.
The outcome was #ElegantJourneys, a hashtag used to share and promote some of their inspirational stories.
Elegant Fuel’s passion for empowerment includes giving power to the motorists who travel on South Africa’s roads, and enabling Elegant’s franchise owners, their fuel suppliers and the many individuals whose “Elegant Journeys” align with the fuel giant’s own journey into the future.
Four Elegant staffers were profiled and their stories shared online and via social media platforms to illustrate how our client is truly committed to uplifting others.
Not only did we publish these inspiring stories on Elegant Fuel’s website, we also pitched them to business and niche publications and to local media (print, broadcast and online).
The uptake by media was positive, particularly in the case of Faith Modipa, who came from humble beginnings and now sits as one of four directors – and the only woman – on the board of Elegant Fuel.
Financial Mail Women published a feature on Faith Modipa in its 1 May 2019 edition and startupAFRICA published an article on Tshepo Dhlamini in May 2019. This added exposure created advertising value equivalent for our client of R45 218 in the case of Modipa and R35 653 in the case of Dhlamini.
“Empowerment of others, especially those who live in the communities where we operate, is a cause close to our hearts,” says Elegant Fuel director Ryno Strydom. “Being able to share their uplifting stories with a wider audience through the mechanism of #ElegantJourneys will hopefully inspire others to work hard to reach the many milestones that lie ahead along their own life’s journey.”