Objective

Naranja X, an Argentine leading fintech, developed "Abrazo Seguro" (Safe Hugh), a legal assistance service for Argentine fans who cannot contain the urge to hug in public in Qatar. Our goal was to amplify the initiative for the World Cup in both local and international media.

Solution

We developed a PR strategy involving sports figures and influencers. We sent press kits with jerseys to selected media outlets and shared information about Abrazo Seguro with over 200 national and international media outlets.

Results

We achieved more than 60 organic media hits, reaching over 67 million users, with an estimated earned media value of over USD 50K. Notable media outlets included Infobae, El Cronista, TN, and El Trece. Internationally, the campaign was featured in Cinco Días (El País), HuffPost, The Drum, and Daily PR. The campaign was awarded the Silver Pencil in PR and the Eikon Awards 2023.