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PR Amplification · Narrative Strategy · Media Placement
Setting the Pace for Swift Ones.
PR amplification and narrative strategy for the Swift Ones campaign by Martell.
TGM's Role
That Good Media managed the PR amplification and narrative strategy for the entire Swift Ones campaign. This included selecting the right media platforms, drafting and distributing press releases and feature articles for each Swift Diaries episode, and amplifying promotional assets across targeted online blogs and social media channels.
The campaign was rolled out in phases — starting with the announcement, then individual amplification for each Swift One (Timini Egbuson, Chef Eros, Sandrah Tubobereni, and Young Jonn), and closing with a full recap across all episodes.
Key Deliverables
Media platform selection and strategy
Press releases and feature articles per episode
Blog placements (Punch, Business Day, Bella Naija, Nollywire, Culture Custodian, Eat Drink Lagos, NotJustOk, TooXclusive)
Social media amplification across Instagram blogs
Sponsored ad coordination (Nollywire IG + FB)
Phased rollout: announcement, per-talent, recap
Results
23.9Maudience reached
444.5Kestimated views
20.1Kestimated engagements
Press Coverage
Campaign Announcement
Punch NigeriaMartell Announces The Swift Ones9.8M monthly visitors · 300 viewsBusiness DayMartell Announces The Swift Ones1.2M monthly visitors · 1.2K viewsBella NaijaMartell Introduces The Swift Ones369.6K monthly visitors · 7.3K viewsBella Naija — InstagramIntroducing the Martell Swift Ones2.6M followers · 14K views · 45 engagementsPulse Nigeria — InstagramTrailblazers redefining conventions5.8M followers · 47K views · 245 engagements
Timini Egbuson
Bella NaijaWhat Makes Timini Egbuson a Swift One369.6K monthly visitors · 7.3K viewsBusiness DayWhat Makes Timini Egbuson a Swift One1.2M monthly visitors · 1.4K viewsNollywireTimini Egbuson's Journey of Reinvention59.1K monthly visitors · 460 viewsCulture CustodianTimini Egbuson Writes His Own Script70.4K monthly visitors · 1.4K viewsNollywire — Instagram (Sponsored)Organic + paid ad on IG and Facebook42.6K followers · 58.5K views · 17.9K engagementsNollywood Citadel — InstagramTimini walks away from a stable 9-5450K followers · 42.6K views · 217 engagementsPulse NG — InstagramTimini's #SwiftDiaries feature5.8M followers · 58.5K views · 367 engagementsCulture Custodian — InstagramAudacity is a culture — Timini feature408K followers · 1K viewsBella Naija — InstagramTimini's journey through rejection and growth2.6M followers · 2.3K views · 27 engagements
Chef Eros
Business DayHow Chef Eros Became The Billionaire Chef1.2M monthly visitors · 1.8K viewsBella NaijaHow Chef Eros Became The Billionaire Chef369.6K monthly visitors · 7.3K viewsEat Drink LagosChef Eros — Swift Diaries feature18.8K monthly visitors · 40 viewsCulture CustodianHow Chef Eros Became The Billionaire Chef70.4K monthly visitors · 1.4K viewsEat Drink Lagos — InstagramThe Billionaire Chef — culinary empire39.6K followers · 1.2K views · 14 engagementsChop Lyfe — InstagramThe chef who serves fine dining to A-listers66.1K followers · 2.5K views · 116 engagementsPulse NG — InstagramChef Eros Swift Diaries episode5.8M followers · 17.5K views · 32 engagementsLost in Lagos — InstagramChef Eros — taste of Lagos excellence86.9K followers · 1.2K views · 12 engagementsBella Naija — InstagramChef Tolu Eros — fine dining feature2.6M followers · 2.3K views · 20 engagements
Sandrah Tubobereni (Tubo)
Bella NaijaTubo on Her Journey from Finance to Fashion369.6K monthly visitors · 7.3K viewsBella Naija StyleTubo Shares Her Story — Fashion Empire and the Viral Impact Suit4.1K monthly visitors · 82 viewsBusiness DayTubo — Leaving Finance, Building a Fashion Empire1.2M monthly visitors · 1.9K viewsBella Naija Style — InstagramSandrah Tubobereni — timelessness in craft696K followers · 3.3K views · 45 engagementsBella Naija — InstagramTubo — one of Martell's Swift Ones2.6M followers · 2.8K views · 28 engagementsStyle Vitae — InstagramTubo — storytelling, identity, and audacity326K followers · 4K views · 12 engagementsThis Day Style — InstagramSandrah Tubobereni feature92.5K followers · 568 views · 4 engagementsPulse NG — InstagramFashion That Speaks Without Words5.8M followers · 36.5K views · 268 engagements
Young Jonn
Business DayYoung Jonn — Wicked Producer to Afropop Singer1.2M monthly visitors · 1.4K viewsBella NaijaYoung Jonn — Wicked Producer to Afropop Singer369.6K monthly visitors · 7.3K viewsNotJustOkYoung Jonn — Wicked Producer to Afropop Singer150.4K monthly visitors · 100 viewsTooXclusiveFeatured post on homepage for a week129.6K monthly visitors · 2.5K viewsPulse NG — InstagramWicked Producer to Certified Superstar5.8M followers · 45.1K views · 278 engagementsBella Naija — InstagramYoung Jonn — reinvention and resilience2.6M followers · 2.7K views · 24 engagementsNotJustOk — InstagramFrom hit-making producer to chart-topping artiste2.2M followers · 5K views · 201 engagementsTooXclusive — InstagramYoung Jonn's audacious evolution398K followers · 510 views · 9 engagementsWe Talk Sound — InstagramYoung Jonn — hit-making producer to superstar76.9K followers · 309 views · 11 engagementsTurntable Charts — InstagramYoung Jonn's bold transformation40.8K followers · 350 views · 21 engagements
Campaign Recap
Bella NaijaMartell Wraps Up Swift Ones — How the Stories Inspire Nigerians369.6K monthly visitors · 7.3K viewsPunch NigeriaMartell Wraps Up Swift Ones Campaign9.8M monthly visitors · 160 viewsStyle VitaeVersatility Of Men's Fashion In Martell's Swift Ones1K monthly visitors · 20 viewsBella Naija — Instagram#SwiftDiaries series wrap-up2.6M followers · 109 engagements