Kellogg’s, a global FMCG leader, was aiming to establish its Noodles and Coco Pops brands in Liberia, Gambia, Cameroon, and Sierra Leone. The challenge was to become a category leader in markets where consumers were familiar with the product type but lacked premium options. The core audience was mothers and children; my mission was to make Kellogg’s a household name by appealing to mothers’ purchasing decisions while creating a lasting connection with children.
Scope
- Social Media Management
- Social Paid Campaigns
- Influencer Management
- Social Media Ads
Solution and Results
My Approach
I developed a comprehensive social media and content strategy designed to build top-of-mind awareness and trust. My approach was anchored in a deep understanding of the target audience—specifically, the emotional connection between mothers and their children. The process included:
- Platform Launch: I spearheaded the launch of both brands on Facebook and Instagram, the two primary social platforms for the target regions.
- Content Pillars: The content strategy was built on two key pillars:
- Product: Showcasing the taste, convenience, and affordability of Kellogg’s Noodles and Coco Pops.
- Engagement: Creating a fun, interactive brand presence that resonated with families.
- Targeted Campaigns: I implemented a mix of fan acquisition, post engagement, and topical campaigns to reach a vast audience of interested customers, which directly contributed to driving sales and cementing brand loyalty.
Results
I successfully exceeded the brand’s key performance indicators (KPIs) and made a strong impression across Gambia, Liberia, and Cameroon. Through various engagement and media tactics over the course of a year, I leveraged both Kellogg’s Noodles and Coco Pops to achieve remarkable results. My on-point targeting and engaging content strategy drove significant reach and engagement, ultimately positioning Kellogg’s as a beloved brand in West Africa.
3
Reach
0.36
Lowest CPM
12
Impressions
19
Social Media Followers
1
Engagement