Ryobi: Map1mp1 – the Makazole Mapimpi story

Power tools manufacturer Ryobi drove engagement and reach in South Africa with a multichannel campaign based on a feature-length documentary telling the life story of rugby player Makazole Mapimpi.

Opening statement

Ryobi considers itself'People and Power Tools That Won't Quit'.

One Rugby World Cup-winning Springbok epitomises this value proposition and gave us our opportunity, but a 60 second TV commercial was never going to do Makazole Mapimpi's story justice, so we produced a 70 minute, feature-length documentary powered by Ryobi.

Ryobi's Maplmpl documentary secured R3.5m worth of airtime from SuperSport and Showmax (for free); reached 48 million South Africans and generated more than R50m in earned media.

This was Ryobi's most successful PR campaign, and the business results mirrored these metrics - Ryobi's best Financial Year, ever.

Statement of...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands