The AI tools used include ChatGPT and Claude AI. They were used to bring design concepts to life. ChatGPT was used for creating background images used in the Presentation document; while Claude was used to design/create the desired presentation document and one-page summary.
Background
The brief challenged us to create a bold, culturally relevant campaign celebrating EAG's 10-year legacy while positioning the organisation as a leading force in African esports infrastructure.
Critically, the campaign needed to showcase Queens.Afrika as a pioneering platform and inspire Africans, especially women and girls, to see esports as a space where they belong.
The campaign objectives were to secure 15+ pan-African earned media placements, generate 500+ Queens.Afrika community sign-ups, achieve 5 million+ total media impressions, and initiate at least three formal brand partnership conversations; all within a seven-week window.
Creative Idea
The campaign concept is built around a single, culturally owned idea: "Africa Plays As One”
This is expressed through the campaign hashtag #BeAsOne, rooted in the Ghanaian Ga philosophy “Ekome Fe Mo” meaning togetherness, collective growth, and belonging.
Our approach captures the target audience by meeting them where they already are. African women aged 16-35 are already participating in gaming culture informally through mobile gaming, content creation, and digital communities but they do not see themselves represented or celebrated within esports.
Rather than inviting women into a space, the campaign reframes the story that they were always part of it.
PR Strategy
The core insight driving the strategy is this: the opportunity is not simply to invite women into esports, it is to redefine what esports culture looks like when women are visible, valued, and empowered.
The key message is: "Africa's esports future belongs to everyone, and EAG has been building it for a decade."
EAG offers a decade of community trust and direct access to Africa's most engaged digital youth audience and the 10-year journey from Ghana is proof that Africa is building its own digital future on its own terms.
The primary target audience is African women aged 16 to 35 across Ghana, Nigeria, Kenya, and South Africa, mobile-first, active in digital culture, and highly receptive to peer-led storytelling.
The secondary audience includes brands and corporate partners seeking authentic African youth platforms, and journalists covering African tech, culture, and digital economy beats.
Asset creation centres on five core outputs: an embargoed media briefing pack for tier-one journalists, a creator partnership programme producing authentic content using #BeAsOne, a 4-6 episode short-form video series titled “Her Game, Her Story” to share stories about real women in the EAG ecosystem, a leadership op-ed placed in TechCabal or Techpoint.Africa, and a targeted Meta campaign driving Queens.Afrika community sign-ups across four markets.
PR Execution
The campaign runs across seven weeks, structured in four phases.
⁃ In the pre-launch phase (weeks one and two), the focus is on building the campaign infrastructure.
⁃ The launch phase (week three) is the campaign's central moment. Coverage, flagship event, influencer/creator content go live, and the Meta sign-up campaign activates.
⁃ During the sustain phase (weeks four to six), the campaign maintains momentum through the weekly “Her Game, Her Story” video series, a second wave of influencer/creator content, and tier-two and tier-three media publications, EAG is inserted in news cycles, and brand partnership meetings are initiated (in week five).
⁃ The evaluation phase (week seven) closes the campaign with a full media audit, KPI report versus all objectives, a forward-looking press release, and a full client debrief.