01
The objective
Two objectives for three months. First, build brand awareness: present the brand's values and USPs and introduce its products to new customers. Second, build a strong community around quality, taste and everyday moments.
The strategy was benchmarked against five biscuit brands in the Egyptian market.
02
Who it speaks to
Mona, the grandmother
Buys for a big family and looks for variety and family packs.
Yassin, the curious kid
A schoolboy who dips his biscuits and watches YouTube.
Ahmed, the graphic designer
Works long hours and needs a portable snack.
Nancy, the fitness-minded professional
Follows sports influencers and wants healthier options.
Nadia, the online chef
Uses biscuits as an ingredient in her recipes.
03
Content pillars
01
Brand awareness, 40%
Brand story, quality of ingredients and taste variety.
02
Engagement, 30%
Posts that invite people to share their own moments.
03
Interactive content, 20%
Quizzes, polls and challenges.
04
Trends, 10%
Timely content built on what Egypt is talking about.
04
Channels
FacebookInstagram
05
The plan
- 1Month one: presentShow the brand's value and introduce the products.
- 2Month two: drive trialHigh-quality visuals and UGC under a branded hashtag.
- 3Month three: retainRecipes, seasonal moments such as back to school, and challenges.
06
Content ideas
- "Every moment has its own taste" slogan with the #Try_it hashtag
- "Dipping": every dip has its own taste, which one are you?
- "It's my favorite snack" for every mood
- A snack that fits every family member
- A trend post on office workers hiding snacks in their desk drawer
07
How success is measured
Reach and impressions
Video views
Engagement
Follower growth
Ad recall lift
* A summary of the strategy as delivered. Budgets and internal client information are not shown.
