UG Mamas

Name: UG Mamas
Date: 16th May 2022
Touchpoint: Social media
Client: Aptamil Uganda

Social media marketing

Objective

UG Mamas was a digital asset that brought together Ugandan mothers to share best practices in baby care. through online communities of moms on Facebook, Twitter, and Instagram. Aptamil was pushed through user-generated content from testimonies, coupled with intense social engagement and effective ads to grow the audience. The channel led to the UG Mamas Shop Page which was linked to the Aptamil Jumia store.

Task

Create awareness of Aptamil in Uganda through online engagement.

Create consideration using content and engagement that links the target audience to the Aptamil online store on Jumia

Create and manage Facebook, Twitter, and Instagram brand pages.

Provide content and Engage the online community

Create a content calendar to keep the target audience active and constantly engaged.

Grow audience on Facebook, Instagram, and Twitter

Process

Created FB, IG and Twitter accounts for UGMamas. Launched the UG Mamas website and encouraged the target audience to submit content (stories and testimonies on baby care) which were uploaded on the website. Launched the campaign “My Childbirth Story”: Video testimonies of childbirth experiences from Ugandan Mothers were submitted. Mothers that had posts with the highest engagement every week for 4 weeks were gifted with UGX 100,000/= to purchase baby-care products, along with a tin of Aptamil, with the aim of supporting their motherhood duties. CTA Space partnered with Next Media through NBS, Nxt Radio and Sanyuka, to create the required buzz for the campaign on social Media.

Results

1671 likes on Facebook, 436 likes on Instagram and 147,702 engagement.

Conclusion

The use of social media marketing for Aptamil helped to create brand awareness. UGMamas created meaningful conversations and engagement with the target audience by posting videos, posts, and articles, and this audience was linked to the Aptamil online shop on Jumia. With engagement, UGMamas built an active community on its social platforms which created enough awareness and consideration for Aptamil.