#ThinkBigPSG: Charlize Theron

The challenge

Our client, leading wealth and asset management firm, PSG Konsult, hosts a series of webinars entitled, Think Big.

The series, which hosts the most prominent speakers and thought leaders on some of the country’s most pressing issues, is geared towards prompting critical, independent thought.

To celebrate Women’s Month in South Africa, and to draw a sharp focus on the obstacles that women in leadership face, PSG Konsult partnered with Oscar-winning actress, Charlize Theron and MSL to elevate its #ThinkBig webinar event.

We were tasked with handling the public relations campaign to promote the event and to include influencer marketing as a component of the campaign.

Our solution

We set out to drive registrations to PSG’s Think Big webinar series, while addressing some of the most pressing issues on the women empowerment agenda. Beating previous benchmarks, MSL created an influencer campaign spearheaded by five powerful South African women (macro to mid-weight) to share their leadership experiences pre and during the campaign via a mix of Instagram, Facebook and Twitter platforms.

Powered by MSL’s in-house fluency platform, the campaign was able to vet and marry the right influencers (and their respective audiences) to guarantee a successful campaign and become the brand’s most successful #ThinkBig webinar to date (2021).