FMCG Social Media Campaign
Digital Marketing | Content Production | Influencer Marketing
December 2020
Background
Roshd Food Industries, a leading provider of high-quality food products for Iranian consumers, wanted to promote its cake powders during Yaldā Night. Yaldā Night marks the longest night of the year, a time when families gather to celebrate with food and storytelling. The night is rich in cultural significance, representing a celebration of light triumphing over darkness. Food plays a central role in this celebration. A wide variety of fruits and sweets specifically prepared for this night including watermelon and pomegranate.
Challenges and Objectives
Objectives
The primary goals were to promote Roshd’s cake powders and increase product sales via the company’s website by leveraging the festive spirit.
The Challenge
The campaign faced the challenge of standing out during a culturally rich period with many other brands competing for attention.
Strategy and Execution
Content Creation
We developed 3 special video recipes using Roshd products specifically for Yaldā Night, and released the first video recipe one week before the event, with influencers teasing upcoming content.
Influencer Marketing
The campaign partnered with 13 influencers in cooking and lifestyle. Each influencer was carefully selected based on their audience engagement, credibility, and alignment with the brand.
Instagram Engagement & Conclusion
We leveraged Instagram Stories for ongoing engagement and reminders throughout the campaign week. We closed the campaign with a touching video on Yaldā, embracing nostalgia and celebrating the joy of coming together on this night.
Video Recipes
The strategy began with creating three specialized video recipes showcasing traditional Iranian desserts for Yaldā Night. Each recipe highlighted Roshd’s cake powders, emphasizing their versatility and ease of use in festive desserts.
Cultural Connection
The recipes were carefully chosen to align with the cultural significance of Yaldā, focusing on flavors and ingredients that resonate with the festive traditions of this night.
Influencer Marketing
Each influencer created engaging videos where they showcased their Yaldā Night preparations. They used Roshd’s Instagram page to access special recipes, demonstrating the products’ usage, and inviting their followers to check out Roshd’s page for more Yaldā recipes.
Instagram Engagement & Conclusion
Throughout the week leading up to Yaldā, the campaign utilized Instagram Stories to keep the audience engaged and to remind them of the upcoming festivities.
The Last Chapter
The campaign concluded in a heartwarming video, emphasizing the emotional and cultural significance of Yaldā Night. The video conveyed a sense of tradition and togetherness, offering best wishes to the audience on this significant night.
Results and Impact
Total Reach
The total number of people reached during the campaign.
Impressions
Total impressions.
Follower Growth
an 1198.6% relative increase.
Engagement:
132,616 likes, 2,541 comments, 2,233 shares, 8,462 saves, and 1,302 clicks on the bio link.
Roshd.group IG Page Followers
Total Followers
106,194
Growth of Total Followers
7,233
Relative Change in Followers
+ 1198.6 %
Roshd.group IG Page Profile Click
Click on Bio Link (roshdmarket.com)
1,302
Key Takeaways
Strategic Content Creation
Tailoring content to the cultural context, with specific recipes for Yaldā Night, resonated deeply with the target audience, blending culture and food.
Influencer Partnerships
Collaborating with influencers allowed the campaign to expand its reach and establish credibility among diverse follower groups.
