Ghana: Worlasi, Mr Drew ink deal with beverage brand

Malta Guinness says the move forms part of activities commemorating its 30th anniversary, which is running under the theme, Celebrate Our Own. With the campaign, the company wants to boost its influencer marketing and “connect authentically, communicate tangibly with consumers as well as invest in the co-creation of marketing content with these influencers.” 

The musicians join other local celebrities including YouTuber Aaliyah Sankofa and broadcast personalities Deloris ‘Delay’ Frimpong-Manso, Regina Van-Helvert and Giovani Caleb. The rest are actors Aaron Adatsi and David Chidera, and medical practitioner Dr Vanessa Mensah-Karbo.

The influencers will lead the third phase of Malta Guinness’ #Rekognize campaign through a series of social media posts and engagements geared towards connecting with the brand’s consumers. It will see the brand leverage the impact of influencers to preach a message of hope and positivity. This will be achieved via a number of activities, notably #SpreadGood, through which Malta Guinness will sponsor influencer marketing campaigns for Ghanaian entrepreneurs, spotlighting their efforts and helping them achieve their goals, the company said.

Previous phases of the campaign saw Malta Guinness facilitate conversations online and on radio to encourage the celebration of local talent, culminating in the Rekognize Design Contest, which threw a challenge to nine graphic designers to come up with an original design encapsulating the brand’s ethos. 

The influencer marketing model has grown in popularity in Ghana in recent years. In November 2020, marketing firm Influencer Africa announced more than 5 000 celebrities and social media influencers in the music, lifestyle, technology, fashion, travel, food and beverage industries as its ambassadors. A 2019 Hootsuite report said that nearly 3.5 billion people around the globe actively use social media, with advertising reach on Facebook in Ghana estimated at about 5 million people, while Instagram and LinkedIn average 1.4 million. The report estimated advertising reach on Twitter at 600 000.

Meanwhile, the Malta Guinness deal comes on the heels of 2021 3Music Awards victories for Worlasi and Mr Drew, who took home the Best Alternative Song and Breakthrough Act of the Year trophies respectively. Mr Drew is also up for four awards at this year’s Ghana Music Awards USA, which will take place in New Jersey this August.