1. PLAN
 Online Dynamic Website:
 What are fortified foods
 Food items that are fortified and where to buy
them
 Interesting Menu Ideas
 Interactive form and poll to establish what
people eat
 The site will be mobile compatible to enable
accessibility to mobile devices.
DIGITAL

2. PLAN
 Online Media Buying
 Search advertising targeting keywords most
used by mothers when searching for information
on child nutrition or their children.
 Display advertising on key websites e.g
babycentre.co.uk that is most frequented by
Kenyan moms when searching for nutrition
information.
 Facebook display advertising specifically
targeted by demographic and age ( to the
website and facebook page)
DIGITAL

3. PLAN
 Search
 To support and capitalise on the Above the line
awareness and interest we need to maximise on the
search activity by purchasing the right words on
Google ad words.
 Educational Mobile gaming
 To simplify nutrition and demystify fortification.
 To teach consumers and encourage change
without instructing
 Usable by the most basic of phones
DIGITAL

4. PLAN
 Facebook campaign
 Inform through periodic updates on
themes, factoids ( did you know that ...)
 Interact with people by asking regular
questions, quizzes
 People share photos of fortified foods packaging
and the ability to win prizes
 Link to download menu from the website
 Regular Trivia and Quizzes related to information
on the website/ Radio shows from which they
will stand to win prizes.
DIGITAL

5. PLAN
 Twitter
 Provide daily updates and factoids on fortified
foods
 Daily quiz on twitter which people stand to win
shopping baskets daily. They must respond with
the hashtag #fortifiedfoods. They must follow
the campaign twitter page. The quiz could be
mentioned during radio promos.
( All promoted / integrated through radio and print
campaigns)
DIGITAL

6. PLAN
 Youtube
 A series of youtube video shorts of
interviews with leading nutritionists giving
advice on proper nutrition, with an
emphasis on fortified foods and nutrition.
 Linked to the search function and will
appear on the results page
DIGITAL

7. PLAN
 Mobile Marketing
 sms through dedicated USSD channel where they can
query on food options for various mealtimes e.g sms
breakfast to 4922 and they get a response on fortified
food options available for breakfast. This can also be for
lunch and supper. The response can provide a link to a
mobile web address.
 Android and nokia apps with dedicated content pulled
from the website.
 Creation of simple mobile gaming content that will
educate through entertainement extending to the
simplest phones.
DIGITAL

8. PLAN
 Online Reputation Management
 Tracking and listening to conversations about food
fortification in the social media circles as well as online –
to ensure that there is a pulse on public sentiments
whether positive or negative.
 Responding to sentiments directly or through adjustments
in communication strategy to address gaps as noted in the
PR campaigns.
DIGITAL

9. PLAN
 Sharing Incentive / Loyalty Program
 Integrate an app to the website and
facebook pages that will enable users
win points for a range of activities such
as :-
 Website visits
 Liking facebook page
 Commenting on the facebook page
 Tweeting about it
 Each of the cumulative points will be
redeemed against a voucher for a fortified
food.
DIGITAL