About The Project
Eagle Brands is one of the leading consumer healthcare product manufacturing companies with a legacy of more than 100 years. Recently, the company has planned an expansion in the Saudi Arabian market, for which they faced tough competition from the existing players due to a lack of brand awareness.
To resolve this, Eagle Brands approached Viacon.io. Our experience in spreading brand awareness through social media and handling similar projects enabled us to quickly figure out Eagle Brand’s key problem areas. Based on the findings, Viacon designed a social media plan emphasizing increasing reach and engagement across Instagram and Facebook and setting up a YouTube channel. In just 2 months, the efforts started showing results with a steep increase in the key metrics.
Key Challenges
- High competition: Eagle Brands was facing steep competition from its global counterparts, primarily in brand awareness and market presence.
- Lack of compelling multi-language content: There was a clear dearth of multi-language content that resonates with the target audience of the brand, i.e., the South Asian community in the region.
- Trivial engagement on the current content: The current content on the social media platforms has almost negligible engagement.
- Improper positioning of the product: The products of Eagle Brands were not positioned properly against their competitors. The competitors are positioning their products as essential, affordable, and household remedies.
- No consistency in brand messaging: Eagle Brands also lacked uniformity in brand messaging across the platforms. The content, especially the visuals, was not appealing enough.
- No presence of YouTube: Eagle Brands has no presence on YouTube, the leading video streaming platform. It limited the brand exposure.
Proposed Solutions
- Creating Compelling Multi-lingual Content: The first thing that Viacon’s team suggested was to create better multi-lingual content in Hindi, Arabic, Urdu, and Bengali. Our focus was to make the content more emotionally relevant and connect with the target audience.
- Improving The Overall Brand Positioning: We proposed a strategic content plan that addresses the needs of the target audience and actively engages on social media to improve the brand positioning.
- Implementing An Omni-channel Storytelling Approach: We proposed bringing a storytelling approach to the content across the social media platforms. We primarily focused on family themes to attract the South Asian expats working in the region.
- Setting Up the YouTube Channel: Viacon’s social media team suggested setting up a YouTube channel to improve brand exposure. Since video content has better reach and engagement, we believed it would help spread the word.
- Improving Consistency in Brand Messaging: Viacon’s social media team also proposed improving the brand messaging across the social media channels. We planned to correct the color scheme of the content, the font, and tone for a unified identity.
- Administer Paid Ads Strategy: To support and boost the organic growth of the brand, we planned to run paid ads. This campaign will further improve the reach of the brand and strengthen its positioning in the Saudi Arabian market.
Our Process
Discovery
01
Studying the competitor brand’s social media activities.
- Locating the content gaps.
- Conducting a proper social media audit of their current accounts.
- Finding the roadblocks in terms of content on the current social media accounts.
Implementation
02
Publishing 4 short-form videos every month across Instagram, Facebook, and YouTube.
- Publishing 8 static posts for Instagram and Facebook every month.
- Implementing the recent content trends in the niche to improve visibility.
- Use the trending hashtags in the post description to increase the reach.
- Continuous engagement across the platform for community building.
- Using trending music in the posts to further their reach and engagement potential.
- Running paid ads with Geo-targeting to gather information on which regions are bringing more traction.
Strategy Mapping
03
Determining the content mix to publish a good blend of content formats for the most impact.
- Choosing the communication pillars to ensure uniform brand messaging and avoid negative implications.
- Administer paid ads to boost the organic reach of the content.
- Involving KOCs community influencers from India, Pakistan, and Bangladesh.
Optimization
04
Reviewing and analyzing the key metrics every month and making necessary changes.
- Depending on the engagement numbers, change the content strategy.
- Running A/B testing to better understand the audience’s preference for the most impact.
- Continuously refining the ad campaign based on the results.
- Conducting regular account audits to find more content and keyword gaps to further optimize the efforts and bring better results.
Competitor Analysis
We analyzed the social media presence of the major consumer healthcare brands operating in the Saudi Arabian region. We benchmarked their social media followers, engagement numbers, and key products to draft our process.
USER PERSONAS
Developing user personas helps us create a social media strategy that works best to fulfil the business objectives, and we have done the same for Eagle Brands.
Abdul Karim
PAIN POINTS:
- • Frequent body aches due to the long work hours.
- • Limited access to affordable healthcare.
- • Exorbitant cost and side effects of branded medicines.
- • Lack of time for proper medical supervision.
USER GOALS:
- • Get a quick relief form the pain without going to a doctor.
- • Using a product that reminds of home remedies.
- • Ensure comfort and increase productivity.
Rajesh Kumar
PAIN POINTS:
- • Muscle fatigue from the long delivery shifts.
- • No health insurance or medical coverage.
- • Extreme discomfort at the work.
- • Cannot afford expensive treatments.
USER GOALS:
- • Carry an on-the-go solution for the road.
- • Remain pain-free and active for long hours.
- • Avoid downtime due to pain and discomfort.
- • Using remedies without side effects.
Imran Hossain
PAIN POINTS:
- • Chronic joint pain worsened by age and work.
- • Physical strain at work lowers quality of life.
- • Cannot access high-end medical treatment.
- • Lack of home remedies aboard.
USER GOALS:
- • A quick and cost-effective solution.
- • Find long-lasting relief.
- • Product that aligns with values and culture.
- • Reminds him of home.
Technology Stack
- Google Analytics
- Freepik
- Adobe Photoshop and Premier Pro
- Hootsuite
Results
+987%
Regular content publication improved the brand’s presence and built credibility.
+4k
Started from scratch and built the presence.
3.8k%
High-quality visuals helped create a loyal following on the platform and increased engagement.
