3-Year-Old Lethukhanya Mjaja, Albany Bread, and the Power of Social Media: Lessons for PR Professionals

 By Ishola Ayodele

                 


A three-year-old girl from South Africa named Lethukhanya Mjaja was sent to buy a loaf of bread. She became fascinated with muddy water and started playing in it while still holding the loaf of bread. Completely lost in her imaginative world, she was unaware of her uncle, a commercial photographer, observing her.

Unlike most, her talented uncle saw something unique in that moment. Instead of scolding her, he took photos, did a mock-up for billboard and delivery truck and posted everything online. The pictures went viral, becoming a sensation on South Africa's social media as the hashtag #AlbanyBreadGirl is trending with Twitter. This caught the attention of Albany Bread, the bread company. The marketing team visited Lethukhanya and give her some gift items and cash. This gesture also earned Albany bread some goodwill especially among netizens. 


Outcomes

1. The feel-good story of Lethukhanya Mjaja garnered significant attention and was picked up by the Good Things Guy, who noted, “Something about the pureness of her smile against a backdrop that is far from glossy reminded South Africans of our nation’s spirit.” This sentiment resonated widely, leading to increased social media engagement.

 

2. Mjaji’s TikTok video of the photoshoot with his niece was shared by the Love Albany Bread page on Facebook, amplifying the story further.                                                  

                                                                                                                                         

3. These actions generated a significant positive response from the public, enhancing Albany Bread’s reputation as a socially responsible and customer-centric company. The genuine engagement and appreciation shown by Albany Bread resulted in widespread media coverage and public goodwill, demonstrating the substantial benefits of leveraging viral social media moments for brand growth and community engagement.                                                                                                                                          

 4. From a carefree play in muddy water, little Lethukhanya Mjaja became the face of one of South Africa's online sensations. She went from being a bread buyer to a breadwinner for her family.          

5. Albany Bread visited Lethukhanya Mjaja family after the photos went viral. They brought a gas stove for Lethukhanya’s grandmother, blankets, lunch boxes, and hampers for her and other children in the area who often help with his photography. Additionally, Bokomo, another brand, offered a year's supply of Corn Flakes to Lethukhanya’s family.

                                                                                                                                                                  This PR success story parallels the transformation of Jumoke, a breadseller turned celebrity, showcasing the power of unexpected moments and effective public relations in shaping narratives. 

Lessons Learned:

1. Seizing Unexpected Opportunities

PR practitioners should always be alert to unexpected moments or content with viral potential. Capitalizing on these opportunities can create significant brand exposure and positive buzz.

 

2. Social Media Amplification

Social media is a powerful tool for amplifying stories and reaching a wide audience quickly. Creating visually engaging content that resonates with the target audience can significantly enhance message dissemination.

 

3. Emotional Connection and Brand Association

The bread company recognized the unique opportunity presented by Lethukhanya's viral photos. By incorporating these images into their billboards and delivery trucks, they established a strong emotional connection with the audience.

 

Crafting PR campaigns that evoke genuine emotions and foster connections with the target audience can be a powerful tool for brand promotion. According to Neurosciencemarketing, “The success rate of emotional marketing campaigns is 31%.”

 

4. Strategic Partnerships

The bread company rewarded Lethukhanya in cash and kind, acknowledging her unintentional contribution to their success. This act of appreciation created a positive narrative surrounding the brand, generating goodwill and strengthening their reputation.

 

Building strategic partnerships and fostering positive relationships with stakeholders, including accidental influencers, can lead to mutually beneficial outcomes. Recognizing and rewarding individuals who contribute to the brand's success can foster goodwill and generate positive word-of-mouth.

 

5. Leveraging User-Generated Content

User-generated content can add credibility and authenticity to PR efforts. Encouraging customers to share their experiences and stories can provide valuable content for campaigns and foster a sense of community around the brand.

 

6. Recognizing and Rewarding Contributions

Acknowledging the contributions of accidental influencers or individuals who contribute to a brand's success can generate goodwill and positive sentiment. Rewarding them demonstrates appreciation and can enhance the brand's reputation.

 

The brand's genuine engagement and appreciation toward Lethukhanya garnered positive media coverage and public sentiment, strengthening their reputation as a socially responsible and customer-centric company.

 

7. Visual Storytelling

Ivor Goodson and Scherto Gill, in their book Critical Narrative as Pedagogy, define visual storytelling “as a story told primarily through the use of visual media. This can be images in the mind, digital, and traditional media.”

 

Leveraging visually captivating content can capture audience attention and spark conversations. Visual assets can evoke emotions, enhancing brand recall and recognition. Studies have shown that the brain processes visuals 60,000 times faster than text. Marketing research revealed that, “People are 85% more likely to buy a product after viewing a product video.”                                                                                                                                             

                                                                                                                                  

Conclusion

The PR journey of Lethukhanya Mjaja exemplifies the power of viral moments and effective public relations in shaping brand narratives. By leveraging social media, fostering emotional connections, and recognizing the unintentional contribution of individuals, brands can transform unexpected encounters into impactful success stories.

PR professionals can learn from this case study by embracing authenticity, seizing opportunities, and building meaningful connections with stakeholders.                          


update on the Lethukhanya Mjaja-Albany Story






Ishola, N. Ayodele is a distinguished and multiple award-winning strategic communication expert who specializes in ‘Message Engineering’. He helps Organizations, Brands and Leaders Communicate in a way that yields the desired outcome. He is the author of the seminal work, 'PR Case Studies; Mastering the Trade,' and Dean, the School of Impactful Communication (TSIC). He can be reached via ishopr2015@gmail.com or 08077932282

            

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