Marketing Campaign for Mhogo Foods

Abstract

This project is a collaborative effort between graduating student Johan van der Schaaf from Delft University of Technology, BoP Innovation Center and client organization Mhogo Foods. The project is conducted mainly in Nairobi, Kenya and focuses on building a marketing pilot for Mhogo Foods to increase access to nutrition in low-income markets. The project taps into the challenge of marketing nutrition and the difficulty of measuring effectiveness of marketing campaigns. After a short literature study and 15 interviews with the target audience that provided several insights, a design-led approach was used to create a tag line that resonates with the target audience. The combined insights resulted in a tag line that formed the key message of the campaign: ‘Mlo Wetu Halisi’ (in English: ‘Eating, in our traditional way’). The design-led approach turned out to be helpful in targeting the message to the preferences of the target audience and ensuring the tag line is inclusive. During implementation of the campaign, all materials and interventions were based on the predefined key message. The implementation of the campaign consisted of a mix of proven offline activities to gain the first market traction with digital experiments to explore new marketing opportunities. The digital experiments consisted of streaming recipe videos through Wi-Fi platforms on local buses and distributing digital coupons through several digital channels that could be redeemed at local shops. During the campaign, different digital channels were tested through the digital coupon program. An initial setup, where coupons would be distributed through Facebook, Whatsapp and the Wi-Fi platforms on buses highlighted the challenge of reaching customers through the digital channels while also educating them on the program. A second iteration, consisting of a hybrid between offline and online channels, resulted in more tangible data, with customers showing understanding and interest in the coupon program. An additional key insight was that the Wi-Fi platforms turned out to be the only digital channel that could both reach the target audience and keep the attention span of consumers for a prolonged period of time. Finally, a tool is presented that can be used in future marketing pilots to assist in building the campaign and in designing strategies for measuring effectiveness of digital channels.