Malva Media’s success story in managing the social media strategy for six Kraft Heinz food brand clients in Africa is one that highlights the power of a well-executed social media strategy.
Heinz Tomato Sauce | Planters Peanuts | Miracle Whip
The six brand accounts Malva Media won (from agencies like Ogilvy, Saatchi & Saatchi, and Publicis Machine) were: Heinz Tomato Sauce, Mama’s Pies, Big Jack Pies, Today, Planters Peanuts, and Miracle Whip.
We were tasked with setting up or taking over existing social media accounts that were previously managed by large advertising firms, creating compelling content (both digital design and user-generated content), and managing and reporting on social media performance.
Making consumer goods relevant
Lauren, the founder of Malva Media, was awarded the six accounts due to her ability to “Win the right to be a part of our consumer’s lives.”
To do this, we needed to make each product socially relevant to their customer’s needs and preferences. This included not just understanding customers’ interests, lifestyles, and purchasing habits but showing novel ways to use and enjoy the products in various real-life situations. As well as aesthetically pleasing aspirational content someone would want to engage with online. This included images and videos from a variety of creators with behind-the-scenes content.
Engaging social media content plays a crucial role in achieving these objectives by providing customers with valuable content and facilitating brand-customer interaction. Malva Media demonstrated how the products integrated into people’s lives, making them aspirational and accessible to the modern consumer.
Establishing User Generated Content since 2016
Malva Media’s success in managing the social media strategy for Kraft Heinz food brand clients in Africa was also due to their focus on client-generated content (now called UGC). This approach proved to be an invaluable asset in breaking into social media for the brands. By creating content that was both relatable and engaging, Malva Media was able to create a strong connection between the brands and their target audience.
Part of the team
Malva Media worked closely with the digital media agencies for ad spend and the traditional brand management agencies to ensure that social media aligned with the brand’s mission and vision.
Malva Media Big Wins
One of the most remarkable achievements of Malva Media was its ability to set content performance benchmarks and far exceed the existing standards for outstanding performance. One content piece outperformed agency content by 140000% ROI before taking the cost of production into consideration. This is a testament to the effectiveness of Malva Media’s social media strategy and its ability to create content that resonated with the target audience.
- Creative Consultation
- Community Cultivation
- Content Creation
- Marketing Coordination
- Partnerships Strategy
- Social Media Management
- Special Projects
(For a complete breakdown see Services.)
Malva Media’s work with five Kraft Heinz food brand clients in Africa showcases the importance of a well-executed social media strategy in driving brand awareness, engagement, and ultimately, sales.
Our ability to win accounts from industry giants and exceed performance benchmarks was a testament to Malva Methodology which set the stage for our pivot into a Business Academy in the United States.