StrategyConsumer healthSocial media strategyE-commerce

One brand, not ten pages.
A clearer path from content to cart.

A social media study and strategy for Mash Premiere that proposes consolidating more than ten product pages into four category pages and one online pharmacy shop page, with 19 personas.

Mash Premiere
Client type
Consumer health and personal care brand
Market
Egypt
Scope
Social media study, page architecture, 19 personas, 3-month phased plan
Agency
In-house, Digital Marketing Department
01

The objective

The audience was spread across more than ten product pages, and the link between the products and the Mash name was weak. The study set one aim: make the customer journey easier and build loyalty to Mash, not to single product names.

The strategy proposed one main e-commerce page, E-Mash Shop, for sales, and four category pages matching the website: Skin Care, Hair Care, Personal Care and Supplements. It was benchmarked against a leading local competitor's page structure.

02

Who it speaks to

Skin care shoppers
Four personas, such as Sarah the skincare enthusiast and Mohannad the problem solver.
Hair care shoppers
Five personas, such as Fatma the traditionalist and Yasmin the hijabi trendsetter.
Personal care shoppers
Five personas, from Amira the traditionalist to Mahmoud the sports enthusiast.
Supplement shoppers
Five personas, such as Hany the gym enthusiast and Sarah the caring parent.
E-Mash Shop
All personas together, as the main shopping destination.
03

Content pillars

01
Engagement, 45%
Ingredient education, Q&A, trend content and live medical events on category pages.
02
Brand awareness, 35%
The Mash Premiere story and what each product does.
03
Cross-share and indirect sales, 20%
Sharing offers from E-Mash Shop to the category pages.
04
Sales on E-Mash Shop
Direct offers, influencer sales videos and conversion content.
04

The plan

  1. 1
    Restructure the pages
    Keep product pages for users, add four category pages and make E-Mash Shop the sales hub.
  2. 2
    Phase one: introduce
    Present the Mash Premiere story and each category to win new customers.
  3. 3
    Phase two: build the relationship
    Informative and shareable content with soft calls to action.
  4. 4
    Phase three: retain
    Reviews, live streams and informative videos that make Mash a trusted reference.
05

Content ideas

  • Planned live events with dermatologists, hair care experts and doctors
  • Influencer voucher codes shared as reels and stories
  • A monthly focus on one product category on E-Mash Shop
  • Product sets that combine items with a common benefit
  • "Healthy Days" announcements on product pages
  • Awareness content for the loyalty points system
06

How success is measured

Reach, impressions and ad recall lift
Engagement and social shares
Click-through rate
Conversion rate, messages and leads
Customer lifetime value and up-selling rate

* A summary of the strategy as delivered. Budgets and internal client information are not shown.

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