UiPath launched in South Africa during a period of explosive growth for the company both globally and in EMEA. However, it was much less well-known in South Africa. The company has only recently established a physical presence in the region – and so it wanted to reinforce the brand in South Africa and take a more strategic approach to media engagements.
Red Ribbon was appointed to build brand recognition of UiPath and help to drive adoption of RPA in the region. We also needed to educate the market on the benefits of RPA and address the negative perception around potential job losses.
Our approached centred on applying storytelling to all our PR activities, thereby making RPA as relatable as possible.
This was achieved through three key pillars: education around freeing up human capital to become creative problem-solvers, showcasing the solutions being developed and inspiring journalists, influencers and potential customers by presenting an engaging vision of the future.
The UiPath launch campaign ultimately secured coverage in mainstream publications such as Sunday Times, Business Report, Fin24, Netwerk24, The Star, IOL, TimesLIVE and Die Burger – Sake, Brainstorm and Engineering News.
total pieces of coverage spanning nationals, business and IT
interviews in tier one media
increase in local Google search interest