The IAB South Africa Bookmark Awards 2023

Driving digital excellence, in partnership with Accenture Song

Project Information
In 2023, the IAB South Africa Bookmark Awards went bigger and bolder. The 2022 awards season demonstrated that industry news and award shows such as the Bookmarks are largely confined to trade media. To ensure maximum value beyond PR and social media efforts, Chimera sought to offer unique experiences that further assisted in maintaining the Bookmarks as the flagship awards for South Africa's digital media and marketing sector.

Videos: Reel Stories

As the evening of the awards ceremony approached, Chimera proposed the idea of a Finalists' Showcase, held a day before the ceremony, and a photo booth activation at the afterparty, both of which were extremely successful. Chimera further worked closely with the Bookmarks' appointed visual content team to create social content that promoted the events and showcased the emcee and partners, placed content in key media, promoted BMA23 via dedicated mailers and assisted with a dedicated mailer for online trade publication Bizcommunity that wrapped up the Bookmarks' season.

Our efforts were rewarded with an incredible 105 pieces of solicited coverage and a further 91 pieces of unsolicited coverage, more than double that achieved in the previous year. Of this, 97% of the coverage appeared in Tier 1 media specific to the sector. On the day of the Finalist’s Showcase and the Bookmark Awards ceremony, the IAB SA Instagram and the Bookmarks X accounts provided live updates of the events to the audience. Posts from the IAB SA Instagram account reached 8,901 accounts and 870 content interactions for the combined days of 26 and 27 July. The Bookmarks X account had 4,380 impressions and 512 engagements.


Our media relations efforts went beyond the distribution of media releases to encompass the pitching and facilitation of interviews and opportunities for thought leadership. The team further extended the reach of our PR efforts by repurposing media releases and other content into mailers that were sent to the broader IAB South Africa database. A dedicated mailer was done in partnership with Bizcommunity, with 28,465 opens from 578,907 emails sent and achieving an open rate of 4.92%.

Image: Reel Stories


Image: Reel Stories


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