The beginning of our cooperation with Baby Food Factory, a domestic baby food manufacturer to the highest European standards, can only mean one thing – to maintain the already widely recognized quality and present the client most successfully in the digital world. We make every effort to present the story behind the Nutrino brand in the best possible way and create the content in line with the target group and client’s business goals and plans. 

Performing regular monthly photo sessions in our studio, we update and create content familiar to the target group, as well as feed appearance, and emphasize all brand’s values and advantages. Besides that, we organized a photo session in the children’s playroom, whose interior was turned into a living space of a family for photo production purposes. By doing that, we took authentic photographs, conveyed proper emotion, and presented Nutrino products in real-life situations so familiar to everyone. On that occasion, we were preparing the content for seven countries of the European market – Serbia, Bosnia and Herzegovina, Montenegro, Northern Macedonia, Albania, Kosovo, and Slovenia.

Closeness and long-standing cooperation of these countries indeed impacted the fact that everyday habits, duties, and lifestyle were similar in all of them. That enabled us to successfully conduct everyday digital communication with only minor adaptations of the content. Content preparation challenges became more demanding once the Nutrino market spread to the African continent, and when Nutrino products became available first in Zambia and then in Angola, too. 

Before advertising in the new markets that are at the same time very challenging, like it’s the case with the African countries, it is necessary that, as the first step, we get to know the communication culture and specifics, for which we require research. This way, we familiarise ourselves with consumer behaviour, way of life, and numerous sociological factors, which we need to keep in perspective later during content creation. The research itself revealed a vital piece of information – that it was forbidden to advertise products meant for babies aged six months or less and promote breastfeeding.

In line with that, as an indispensable part of communication, we included a disclaimer in our visual: “Nutrino supports breastfeeding, breastfeeding is most important in the first six months of their lives.” With this message, we clearly let the consumers know that we are aware of their stand on feeding the babies and support their decisions. Besides that, the specifics in the lifestyles of mothers in Zambia, such as, for example, the information that they don’t use baby strollers, don’t have a habit of taking walks in the park, most of them give bath to their children twice a day, wash their hair with soap, not shampoo, were all very important in adjusting the content and fit in line with our audience habits. 

 In support of these countries’ sociological aspects, the queries that often appear on Facebook and Instagram pages are regarding open positions in the company. In these cases, it is necessary to formulate the answers in agreement with the client, display understanding and dedicate attention to the followers who see the Nutrino brand as a relevant employee for their future career. 

While researching the examples of best practices of the brands present in the market, we concluded that the African market was still substantially undeveloped when it came to social media presence. There are a small number of children’s food brands that were constantly active. We saw this as an opportunity to stand out and be among the first who were regularly active and dedicated to different content relevant to our target group and build our audience’s trust through direct and friendly communication. 

As anywhere else in the world, social networks’ popularity is present in these countries, too. The global overview report from January 2021 on social networks that are most frequently used favours the use of social networks in the African market. Namely, people in Zambia and Angola most frequently use Facebook and are more open to communication and content sharing in this social network.

On the other hand, to increase the visibility of our posts on Nutrino’s Instagram profile in the Zambia market, besides using hashtags relevant both to the brand and the market, we use the option of adding location. Zambia’s capital, Lusaka, and the city of Kitwe stand out for larger cities in Zambia. When posting content, the location we use is Lusaka, keeping in mind that it’s the most developed city where Nutrino is most present. This way, we realize the possibility of being visible to the broader audience that follows the content related to the capital city’s location. Using hashtags, we also mark the capital city, as well as Kitwe. 

Pages on social networks use content to build credibility, image, present themselves to the audience, and build relationships with them. Besides informative, entertaining, and content that enhances interaction, educational contents are of great importance for a brand in the digital world. The advice of Nutrino giraffe that we publish twice a month received excellent audience feedback in all markets. This way, we offer our users the content that teaches them something and build an honest and friendly connection between the brand and the community. 

Another proof that justifies the parents’ connection to the Nutrino brand is the fact that in almost all markets, they gladly share the photos of their youngsters using Nutrino products as an expression of their gratitude for the quality of the products and how much their children love them. Besides the pictures that we get in our inbox, stories some parents publish are very popular. The African market is slightly more closed on that matter, and, per the social network they most frequently use, they prefer sending photos to our Facebook inbox. 

Communication with the community is a significant social media marketing segment. We’ll also establish the community’s connection with the brand if we pay due attention to the holidays celebrated in the country where we promote our products. In most markets, we mark the holidays celebrated globally and per the religion dominant in that particular market. It’s evident that these holidays are congratulated in Zambia and Angola, but that one of the most important holidays are also Independence day and Africa day. The majority of brands congratulate on these holidays on social networks, as well as on Mother’s Day that’s celebrated on May 9th. 

When creating social media content, it is necessary to define communication style and tone. Besides having an identical brand voice established in all markets equally, the language used is also essential. That’s why we make sure that the language we use to communicate in the market is the official language of a particular country. Cooperation with quality translators who’ll diligently and flawlessly translate copies and replies to social network followers is of great significance for raising the brand and its product awareness in these situations.  

All in all, regardless of the market you are doing business in, it is always of utmost importance to develop a great marketing strategy that encompasses all new information you gained during the latest research and familiarization with the market where you wish to build your digital world presence. If you need assistance, we’ll gladly share all our experience and knowledge with you so that you’ll be able to start your new digital adventure successfully.