REDGOLD, a distinguished player in the FMCG landscape, known for its tomato sauce and paste, was grappling with challenges concerning its digital footprint. Upon inheriting their account, we identified a triad of critical issues – irregularity in content dissemination, compromised visual quality, and an overtly sales-oriented approach. These factors contributed to a notable decline in audience engagement, despite their attempt to use big influencers.
Our strategy was rooted in shifting the narrative from a singular product focus to one that emphasized the added value of REDGOLD’s offerings within the broader culinary context. The angle was to make their channels tailored to attract ‘foodies’.
Subsequently, we orchestrated a strategic collaboration with an influencer that resonated with REDGOLD’s ethos – a culinary enthusiast who wielded substantial online influence. We masterfully facilitated the onboarding of Wema Sepetu as the brand’s digital ambassador, ensuring alignment with the brand’s strategic objectives.
Strategy + Content + Production
The Challenge
REDGOLD, faced digital presence hurdles with inconsistent posting, subpar visuals, and a hyper-focus on sales, leading to diminished audience engagement despite leveraging big influencers.
Our Approach
We embarked on revamping the brand’s tone and messaging to enhance its relevancy and appeal to the target audience. We ran dipstick surveys as well, to get a feel of the consumer perceptions towards the brand.
Outcome
We pivoted the brand narrative from product-centric to a broader culinary context, tailoring channels to appeal to ‘foodies’, and strategically onboarded digital influencers who aligned with the brand objectives and enhanced audience engagement.
Sample Content
The aim was to convert their channels and turn them into pages that your local ‘foodie’ would be interested in. We introduced meal recipes, colorful visuals & food photography. But more importantly we made the content less about RedGold and more about how the products added flavor to food. Flavor to life itself.
Mihogo Festival at Coco Beach
Influencer Marketing
Once we got Wema Sepetu on board, we curated a steady flow of weekly video content for her social media and YouTube cooking series, spotlighting RedGold products. Additionally, we deployed online engagement initiatives through cooking challenges, rewarding participants with enticing gift hampers.
Results
1.69M
Impressions Generated
1.18M
People Reached
4,219
New Followers
