Objective

Naranja X developed Abrazo Seguro, a legal assistance for Argentine fans who cannot contain their desire to hug in public in Qatar. Our objective was to amplify the initiative of Naranja X for the World Cup in local and international media.

Solution

We developed the PR strategy involving sports figures and influencers. We sent press kits with t-shirts to selected media and shared information about Abrazo Seguro with more than 200 national and international media outlets.

Results

We achieved over 60 organic impacts in media, reaching +67M users with an estimated Earned Media of +USD 50K. Some highlighted media include: Infobae, El Cronista, TN, and El Trece. On an international level: Cinco Días (El País), HuffPost, The Drum, Daily PR. The campaign was awarded the Silver Pencil of PR and Eikon Awards 2023.