Scout PR & Social Media has been appointed to launch a new Instagram channel for Herman Miller’s presence in Africa. The purpose is to connect one of the world’s leading ranges of ergonomically designed task furniture with a trade audience across the continent. Herman Miller specialises in complete office systems and its use across Africa – and particularly in South Africa, Kenya, Nigeria and Egypt – is expanding.
Scout PR & Social Media has provided PR for Herman Miller’s African presence since March 2019 and the inclusion of social media into the scope of service deepens the agency’s relationship with this world-renowned brand. Scout will assist Herman Miller with connecting with architectural and interior design professionals who are based in Africa and who conduct professional design services on the continent. The purpose is not only to create a thriving social media community that is trade-focused in nature, but also share upcoming Herman Miller product launches and company news with this community.
Scout will provide strategic oversight, production, implementation and community management of the launch of the channel, and will also maintain the channel post launch. The social media communications will echo the type of PR communications that Scout has done previously for Herman Miller.
In addition to promoting the variety of innovative office furniture designs that Herman Miller has to offer, Scout assisted in launching the Cosm chair, publicising the acquisition of naughtone and launching the Lino chair over the last 18 months.
The agency also created pre-publicity for a Herman Miller and Logitech G collaboration on a new gaming chair that will be released late in 2020 – this upcoming chair release will also be promoted through Herman Miller’s Instagram channel for Africa on its much-awaited launch into the local market.