MTN
MTN is the leading mobile network in Benin Republic, with more than 8 million subscribers. It is a multinational brand present in 22 countries in Africa and the Middle East. In 2021, the brand expressed the need to develop new brand content, especially on Facebook and Instagram.
- Social Media Strategy
The Shape
For a consumer brand like MTN, it is important to be close to your online community. This involves addressing everyday topics and sharing common values with your audience.
The Process
We analysed the brand content on its various digital platforms, we did social listening and carried out online and offline surveys. We then held strategic meetings and presented the results of our research.
These steps helped to retain focus areas such as: personal development, technology and solidarity.
Social media strategy
We then designed a content marketing strategy focused around these topics. We also proposed influencers with whom the brand should collaborate on these topics, to increase its brand equity and achieve more brand resonance.
Three topics were retained by the partner:- La minute Zen: a video capsule, which discusses topics related to well-being, leadership and personal development;
- Tech Who: a content pilar which provides information on tech innovations with the aim of educating as many people as possible;
- Social Day: a Give Back operation which allows the brand to contribute to a social cause online.
All these topics were developed, produced and distributed on the brand's Facebook and Instagram handles, by its social media team from 2021 to 2022.
Other Work
