Proctor and Allan (P&A) is a leading manufacturer of nutritious food products in East Africa under the well-known brand names Kiddos, Nutri-rich and Country Style. P&A branded products include Cornflakes, Crunchy Cornflakes, Wheat Flakes, Rice Crispies, Muesli, Kiddos Baby Porridge, Kiddos Champs Porridge, White Oats, Quick Porridge Oats, Family Porridge, Family Sour Porridge, Cake Mix, Golden Crumbs, Gravy Mix, Unimix
In late 2015, P&A approached Dotsavvy to run a Facebook campaign that would focus on its porridges for only a week. The campaign would need to predominantly reach busy working Kenyan mothers who wanted to give their families highly nutritious porridges that did not require a long time to prepare and tasted fantastic, each and every time. Dotsavvy had only a few days to develop a campaign that would also need to result in increased sales, engagement and conversations.
Dotsavvy came up with a campaign that would revolve around the hashtag #MamaKnowsKE. The hashtag was focused on the insight that ‘Mothers know best’ when it comes to what to feed their growing families. Dotsavvy developed a Facebook campaign with a content calendar for one week that would have ‘branded’ status updates and cover photos that played up the benefits of P&A’s porridges several times a day using the hashtag #MamaKnowsKE. At the same time, we had a competition to get the P&A Facebook Page community to engage using the hashtag to win gift hampers by telling P&A why they deserved them. Lastly, we boosted the status updates using Facebook Ads to maximise the visibility of the campaign.
Although the P&A #MamaKnowsKE Facebook campaign lasted only one week, the results were pretty amazing! We managed to grow their Facebook Page likes by 40%, reached over 130,000 unique users and over 7,000 (i.e. 5%) of them engaged with the campaign by liking, commenting or sharing on it. The campaign was successful because it connected to them in a way that they could relate – because we all know that truly, Mothers know best!
December 23, 2015