Introduction & Context:
Nagham Sweets, a subsidiary of Alhayba, specializes in authentic oriental pastries and desserts, catering to a diverse clientele in Casablanca, Morocco. Despite offering high-quality products, Nagham Sweets faced challenges in reaching a broader audience and increasing online sales.
Initial Challenges:
– Limited Online Presence: Nagham Sweets had minimal engagement on social media platforms, resulting in low brand visibility.
– Stagnant Online Sales: The online ordering system was underutilized, leading to reliance on in-store purchases.
– Competitive Market: The presence of numerous local pastry shops made differentiation challenging.
The Challenge (Pain Point & Problem Statement):
Primary Issues:
1. Low Social Media Engagement: Nagham Sweets’ social media accounts had low follower counts and minimal interaction, limiting their reach to potential customers.
2. Underperforming Online Sales: The online platform accounted for only a small fraction of total sales, hindering revenue growth.
3. Brand Awareness: In a saturated market, Nagham Sweets struggled to establish a unique brand identity to attract and retain customers.
Quantifiable Data:
– Social Media Followers: Combined total of 1,200 followers across platforms.
– Average Monthly Online Orders: Approximately 50 orders, contributing to 10% of total sales.
– Engagement Rate: Below 1%, indicating low interaction with content.
Category
SMM
Clients
Nagham Sweets
Location
Casablanca, Morocco
Led & Executed by:
Mohamed Chourouki
The Strategy & Execution (Step-by-Step Breakdown of Actions Taken):
To address these challenges, a comprehensive Social Media Marketing (SMM) strategy was developed and executed.
Phase 1: Social Media Audit & Optimization
– Profile Enhancement: Updated all social media profiles with high-quality images, consistent branding, and comprehensive business information.
– Platform Focus: Concentrated efforts on platforms with the highest user engagement for food-related content, specifically Instagram and Facebook.
Phase 2: Content Strategy Development
– Visual Content Creation: Produced professional photos and videos showcasing the preparation process, product highlights, and customer testimonials.
– Content Calendar: Established a consistent posting schedule, featuring daily posts and weekly interactive content such as polls and Q&A sessions.
Phase 3: Influencer Collaborations
– Micro-Influencer Partnerships: Collaborated with local food bloggers and influencers to review products and share their experiences, leveraging their follower base.
– Giveaway Campaigns: Organized contests and giveaways in partnership with influencers to increase brand visibility and follower count.
Phase 4: Paid Advertising
– Targeted Ad Campaigns: Launched Facebook and Instagram ads targeting demographics interested in oriental sweets within a 50 km radius of Casablanca.
– Retargeting Strategies: Implemented retargeting ads for users who visited the website but did not complete a purchase, encouraging them to return and finalize their orders.
Phase 5: Community Engagement
– Responsive Communication: Actively engaged with followers by responding to comments, messages, and reviews promptly.
– User-Generated Content: Encouraged customers to share their own photos enjoying Nagham Sweets products, fostering a sense of community and trust.
The Challenges & Roadblocks:
1. Content Production Limitations: Initially, there was a lack of high-quality visual content to maintain a consistent posting schedule.
– Solution: Invested in professional photography sessions and trained staff to capture daily behind-the-scenes content.
2. Influencer Collaboration Hesitancy: Some influencers were hesitant to collaborate due to the brand’s low initial online presence.
– Solution: Offered product samples and negotiated mutually beneficial terms to build trust and initiate partnerships.
3. Ad Fatigue: Target audiences began experiencing ad fatigue, leading to decreased engagement over time.
– Solution: Regularly refreshed ad creatives and adjusted targeting parameters to maintain audience interest.
The Results & Impact (Before vs. After Data Comparison):
Key Performance Indicators:
– Social Media Followers:
– Before: 1,200 followers.
– After: 5,500 followers—a 358% increase.
– Average Monthly Online Orders:
– Before: 50 orders.
– After: 175 orders—a 250% increase.
– Engagement Rate:
– Before: <1%.
– After: 5%—indicating higher interaction and interest.
– Website Traffic:
– Before: 800 monthly visits.
– After: 2,400 monthly visits—a 200% increase.
Key Takeaways & Lessons Learned:
1. Consistent Branding Enhances Recognition: Uniform and appealing branding across platforms builds trust and recognition among potential customers.
2. Visual Content Drives Engagement: High-quality photos and videos are crucial in the food industry to entice and engage audiences.
3. Influencer Collaborations Expand Reach: Partnering with influencers, especially micro-influencers, effectively broadens brand exposure to targeted demographics.
4. Targeted Advertising Yields Results: Investing in well-targeted social media ads can significantly boost online orders and brand visibility.
5. Community Engagement Builds Loyalty: Actively interacting with followers creates stronger brand loyalty and fosters long-term customer relationships.
Conclusion & Final Thoughts:
By implementing a robust Social Media Marketing strategy, Nagham Sweets successfully increased online visibility, engagement, and sales, positioning itself as a leading oriental sweets brand in Casablanca.
Scalability Potential:
– Expand Influencer Network: Collaborate with food influencers beyond Casablanca to reach a wider audience.
– Diversify Content Formats: Leverage TikTok and YouTube Shorts for viral reach and higher engagement.
– Implement Loyalty Programs: Encourage repeat purchases by integrating discount-based loyalty rewards.
This case study demonstrates the power of social media in transforming a local food business’s digital footprint and driving sustained revenue growth.
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