In the lead-up to the 2024 presidential State of the Nation address, Red Ribbon Communications seized a strategic opportunity to elevate our client’s brand authority. Rubicon is a prominent sustainable technology provider. With the buzz around loadshedding reaching fever pitch, anticipation was high for the president’s stance on South Africa’s power challenges.

We took proactive steps to position Nick Roche, Chief Product Officer at Rubicon, as a key energy expert for insights before and after the address. A voice recording from Nick outlining his expectations for the upcoming speech captured media attention and solidified his credibility.

The day after the State of the Nation address, we disseminated a written opinion piece by Nick critiquing the president’s green energy statements for their lack of substance. It received significant attention with over 20 hits, including a televised interview on eNCA. Leading publications like IOL, The Citizen, The Star, and Moneyweb featured Nick’s commentary, reinforcing Rubicon’s leadership in the renewable energy sector.

Our strategic approach showcased the power of proactive engagement, resulting in Rubicon’s significant share of voice in February, with an impressive editorial reach of 19.9 million, surpassing industry competitors. This triumph is a shining example of how seizing special moments can catapult your brand into the PR stratosphere, turning heads and capturing hearts in the wild world of consumer PR.

“Red Ribbon did an amazing job in handling our comments on the President’s address, landing us fantastic tier 1 publicity. They smoothly weaved our insights into the national dialogue, highlighting our expertise in the renewable energy landscape.”

– Kelly Scott, Group Head of Marketing & Communications at Rubicon


SoV against main competitor for the month of February


total pieces of coverage spanning nationals, business and tech


increase in website visits for the month of February