This document outlines a social media content strategy for a brand called Promise PE that aims to help parents manage picky eating in children. It discusses competitor analysis, consumer insights on mothers and picky eaters, and proposes several content pillars or themes to address the key concerns of uncertainty, negotiation and acceptance around picky eating. These include assessing if a child is picky, providing nutritional education, giving no-fuss feeding tips, sharing picky eater approved recipes, and more. The strategy also provides ideas for bringing these content pillars to life through articles, illustrations, quizzes and games on the brand's website and social media channels.

1. THE PICKY
EATER’S
PROMISE
MARCH 9TH,

2. • INTRODUCTION
- BRIEF & COMM OBJECTIVES
• COMPETITOR OVERVIEW/SOCIAL AUDIT
- PRIMARY FINDINGS
- SECONDARY FINDINGS
• CONSUMER INSIGHTS
• STRATEGIC PLATFORM
• CONTENT PILLARS
• CONTENT IDEAS & AMPLIFICATION
• CONTENT CALENDAR
• WHY MEC AND SCOPE OF WORK
AGENDA

3. INTRODUCTION
The key to growth is the
introduction of higher
dimensions of consciousness
”

4. RAISE AWARENESS
ON PICKY EATING, THE KEY SIGNS,THE
HEALTH CONSEQUENCES, AND HOW TO
MANAGE IT.
ENGAGE MUMS
WITH THE HELPFUL OF
ACTIVITIES, CONTESTS (FUNNY
EATING MOMENTS ETC.
EDUCATE MUMS
WITH TIPS OF HEALTHY RECIPES,
HEALTHY EATING HABITS,AND
BEHAVIOR MANAGEMENT
OUR SOCIAL
COMMUNICATION
WILL DELIVER ON THE
ULTIMATE BRIEF

5. OBJECTIVE
BRING FORWARD PROMISE PE GOLD AS
THE FIRST BRAND IN THE REGION
THAT PARTNERS WITH PARENTS TO
MANAGE PICKY EATING.
•
CREATE A SOCIAL MEDIA PRESENCE ON BEHALF OF
THE BRAND THAT EDUTAINS PARENTS ABOUT
THEIR CHILDREN’S DIETARY HABITS.

6. “You should learn from your
competitor, but never copy.
Copy and you die. ”
COMPETITOR
OVERVIEW

7. THIS IS A SPACE NONE OF OUR COMPETITORS CURRENTLY OWN
IN THE MIDDLE EAST
BRAND FAN BASE DATE JOINED
NUTRINI DRINK 10 JUNE 2014
RONESCA 23,254 AUGUST 2013
DIRECT COMPETITORS ARE NOT PRESENT ON
SOCIAL MEDIA.
•
NUTRINI DRINK AND RONESCAARE BOTH
INACTIVE ON FACEBOOK, DEPSITE HAVING
PAGES.
•
RONESCA’S PREVIOUS CONTENT INCLUDED
IMAGES OF BABIES HAVING A GOOD TIME WITH
A GOOD MORNING MESSAGE.
•

8. BRAND FAN BASE DATE JOINED
BABY CENTRE – JOHN
AND JOHNSON
136,316 MAY 2012
CHOOSE MY PLATE 2,547 JUNE 2011
WEB MD 772,751 APRIL 2011
KAREN LE BILLON 3,434 DECEMBER 2011
HOWEVER, GLOBALLY THERE ARE PICKY EATING
COMPETITORS SOCIALLY
THEIR CONTENT INCLUDES A LOT OF SHARED
ARTICLES AND POSTS APPROACHED FROM A
MEDICAL POINT OF VIEW
•
BABY CENTRE INCLUDE SOME FUN ENGAGING
POSTS, BUT ALSO SHARE A LOT OF PRACTICAL
ADVICE AROUND MOTHERCARE
•
MANY OF THESE PAGES RELATE THEIR FACEBOOK
CONTENT BACK TO THEIR WEBSITES – SHARING
ARTICLES THEY HAVE POSTED
•
ALL BRANDS ARE HEAVILY INFORMATIVE AND
SOME GET VERY TECHNICAL WITH THE
NUTRITIONAL FACTS.

9. BRAND FAN BASE DATE JOINED
PROGRESS – GOLD
LEARNERS
72,716 SEPTEMBER 2014
NIDO GUM 308,371 AUGUST 2013
NIDO FORTIFIED 365,444 NOVEMBER 2012
BEBELAC 43,400 MAY 2012
AND THERE ARE OTHER BRANDS IN THE REGION VYING FOR MOM’S
TIME & ATTENTION
COMPETITORS TEND TO SPEAK ABOUT NUTRITIONAL
FACTS AND FOCUS MORE ON PROVIDING NON
BRANDED INFORMATION.
•
ALL BRANDS ARE POSTING TIPS, TRICKS AND ADVICE
AROUND MOTHER CARE ON BRANDED IMAGERY.
•
ENTERTAINMENT AND ENGAGEMENT IS AN AREA
WHERE MOST BRANDS TAPPED INTO WITH THEIR
TONE OF VOICE.
•
CHOICE OF LANGUAGE VARIES BETWEEN PAGES,
APART FROM NIDO GUM.

10. “Being a mom changes the landscape of
your heart forever.
.
”― Genny Heikks
CONSUMER
INSIGHTS

11. “Motherhood: All love begins a
ends there.
- Robert Browning
THE
MOM

12. SHE IS…
UNCONDITIONALLY LOVING
ALL THE WONDERFUL MOMENTS OF
MOTHERHOOD MAKE HER EXTREMELY
HAPPY
•
QUIETLY CONFIDENT
WHEN HER IS CHILD TO HER SHE FEELS
SECURE SHE IS AT HER BEST, AND THEIR
HAPPINESS PROVIDES AN EMOTIONA
BOOST
•
APPROPRIATELY CONCERNED
UNCERTAINTY ABOUT NUTRITION AND
THEIR NEEDS FOR HEALTHY GROWTH
WORRY HER

13. SHE IS…
UNCONDITIONALLY LOVING
ALL THE WONDERFUL MOMENTS OF
MOTHERHOOD MAKE HER
EXTREMELY HAPPY
•
QUIETLY CONFIDENT
WHEN HER IS CHILD TO HER SHE
FEELS SECURE SHE IS AT HER BEST,
AND THEIR HAPPINESS PROVIDES AN
EMOTIONA BOOST
•
APPROPRIATELY CONCERNED
UNCERTAINTY ABOUT NUTRITION
AND THEIR NEEDS FOR HEALTHY
GROWTH WORRY HER

14. THE
KID
“A child who does not play is not a
child, but the man who does not play
has lost forever the child who lived
in him. .
~Pablo Neruda

15. THEY ARE…
PERSONAL
WHETHER QUITE OR IS OUTSPOKEN, THEY ARE
HONEST, LOYAL, KIND, AND VERY TALKATIVE
WHEN COMFORTABLE!
•
BILINGUAL
SPEAKING BOTH ENGLISH & ARABIC IN A
GIVEN SITUATION
•
PERCEPTIVE
SEES WORLD FROM A INNOCENT & HONEST
POINT OF VIEW.
TRANSLATES WHAT MOST ADULTS ARE SAYING
AND IS PERCEPTIVE WHEN UNNOTICED

16. “Children are the anchors
that hold a mother to life.
― Sophocles
THE
PICKY
EATER

17. THE FUSSY EATER
WILL REJECT FOODS THAT THEY LIKE
ONE DAY, BUT THEN HAPPILY EAT
THEM THE NEXT.
•
INCONSISTENCY IS APPARENTLY A
CONSISTENT PATTERN IN TODDLER
BEHAVIOUR.

18. THE PICKY EATER
ARE VERY SELECTIVE ABOUT WHAT
THEY EAT AND REJECT NEW FOODS.
THESE CHILDREN ARE WHAT
SCIENTISTS CALL “FOOD
NEOPHOBIC”,
•
WHICH IS GENERALLY DEFINED AS
THE RELUCTANCE TO EAT, OR EVEN
SAMPLE, NEW FOODS.

19. OUR APPROACH
THE PICKY EATER’S PROMISE
PROMISE IS AWARE THAT EACH DAY IS ADVENTURE WITH A PICKY EATER, AND
THEREFORE CREATES AN EVOLVING STORY. THAT’S WHERE WE COME IN…
FOR THE FIRST TIME IN THE REGION, MOTHERS WILL HAVE A TRUSTED
PARTNER IN THE ADVENTURE THAT IS PICKY EATING. PROMISE WILL OFFER
MOTHERS WITH THE EXPERTISE AND KNOW-HOW ON TACKLING THE
EMOTIONAL AND PHYSICAL CONDITION THAT IS PICKY EATING – ONE
EMOTION AT A TIME!

20. OUR CAMPAIGN IDEA
A SELECTIVE CHILD CAN INCREDIBLY STRONG WILLED AND CONFIDENT IN
THEIR DECISIONS. WHETHER IT BE WHAT MOVIE TO WATCH OR WHAT THEIR
FAVORITE FOOD GROUP IS THAT WEEK. THIS CAN OFTEN CAN BRING A MOM
INTO A TAIL SPIN OF EMOTION. SHE WORRIES HOW HER KID IS PREFORMING
BOTH EMOTIONALLY AND PHYSICALLY… AND THIS IS JUST WITH THE
EVERYDAY KID.
NOW IMAGINE THE LIFE OF A MOM OF A PICKY EATER!?!
•
EVERYDAY CAN BE A TRANSITION OF DIFFERENT EMOTIONS BASED ON HER
KID’S FOOD CHOICES THAT DAY. IN FACT SHE CAN GO FROM ONE EMOTION TO
A NEXT IN ONE SHORT GO. WHTHER SHE IS UNCERTAIN, NEGOTIATING, OR
JUST GIVING UP AND ACCEPTING THE SITUATION… NO DAY IS LIKE THE NEXT.
WELCOME TO THE STORY OF A PICKY EATER

21. CONTENT PILLARS
UNCERTAINTY NEGOTATION ACCEPTANCE
CONTENT THEME
“WHY SHOULD I EAT THIS”
CONTENT THEME
“NO MORE FUSS”
CONTENT THEME
“PEAR”
CONTENT THEME
“IS THAT MY CHILD?”
REALIZATION

22. CONTENT PILLARS
UNCERTAINTY NEGOTATION ACCEPTANCE
CONTENT THEME
“WHY SHOULD I EAT THIS”
CONTENT THEME
“NO MORE FUSS”
CONTENT THEME
“PEAR”
CONTENT THEME
“IS THAT MY CHILD?”
REALIZATION

23. IS THAT MY CHILD?
WE WOULD LEVERAGE OUR EXISTING ASSESSMENT
TEST APP USED AT OUR ON-GROUND EVENTS FOR
MOTHERS TO UNDERSTAND AND ANALYZE THEIR KIDS
EATING HABITS
•
EDUCATIONAL CONTENT ON PICKY EATERS WOULD BE
SHARED FOR MOTHERS
PROMISE PE WILL CREATE THE PICKY
EATER ASSESSMENT TEST

24. HOW WILL IT COME TO LIFE
PROMISE PE WILL ENABLE MOMS TO
UNDERSTAND AND IDENTIFY IF THEIR
CHILD IS A PICKY EATER
•
PROMISE PE WOULD EDUCATE MOMS ON
THE SYMPTOMS/TRAITS OF PICKY EATING
IDENTIFYING IF YOUR CHILD IS
A PICKY EATER

25. SCALE OF PICKY EATERS
•
MOTHERS SHARING THEIR KIDS
FOOD HABITS
•
HIGHLIGHT THE KEY SIGNS OF
PICKY EATERS
FB CONTENT EXTENSIONS

26. CONTENT PILLARS
UNCERTAINTY NEGOTATION ACCEPTANCE
CONTENT THEME
“WHY SHOULD I EAT THIS”
CONTENT THEME
“NO MORE FUSS”
CONTENT THEME
“PEAR”
CONTENT THEME
“IS THAT MY CHILD?”
REALIZATION

27. WHY SHOULD I EAT THIS?
PROMISE PE WILL ENABLE MOMS TO
GIVE NUTRITIONAL ADVICE TO THEIR
KIDS ON HOW CERTAIN FOODS CAN
HELP THEIR DEVELOPMENT.
•
THEY WILL SUPPORT MOMS
COMMUNICATE THIS TO THEIR
CHILDREN USING GOLDIE, THE LION.
TACKLING YOUR CHILD’S FOOD QUESTIONS

28. HOW WILL IT COME TO LIFE
PROMISE PE WILL CREATE
ILLUSTRATIONS (E-BOOK)
FEATURING GOLDIE, THE LION
PROMISE PE WILL USE GOLDIE THE LION AS A
HOOK TO EDUCATE CHILDREN ON NUTRITIONAL
BENEFITS OF FOOD
•
THE ILLUSTRATIONS WILL SHOWCASE GOLDIE
THE LION IN DIFFERENT SCENARIOS WHERE, IN
ORDER TO TACKLE A SPECIFIC CHALLENGE, HE
MUST EAT A CERTAIN FOOD GROUP.

29. FB CONTENT EXTENSIONS
MEMES & QUOTE BOARDS
•
MOTHERS SHARING THEIR
SECRET CHARM TO GET THEIR
PICKY EATERS TO EAT.
•
MOTHERS TO SHARE THEIR KIDS
“ FUNNY PE MOMENTS” WHICH
CAN BE COMBINED INTO A
FUNNY VIRAL VIDEO

30. CONTENT PILLARS
UNCERTAINTY NEGOTATION ACCEPTANCE
CONTENT THEME
“WHY SHOULD I EAT THIS”
CONTENT THEME
“NO MORE FUSS”
CONTENT THEME
“PEAR”
CONTENT THEME
“IS THAT MY CHILD?”
REALIZATION

31. HOW TO CREATE “NO MORE FUSS”
EQUIPPING OUR MOTHERS WITH TIPS, TOOLS AND
TECHNIQUES ON HOW TO HANDLE THEIR KIDS
FUSS OVER EATING.
•
MAKING FOOD TIME A FUN EXPERIENCE FOR
BOTH MOTHERS AND CHILDREN.
•
IT IS ALL ABOUT ENTERTAINING AND REWARDING
THEM.
#NMF

32. PROMISE PE CAN CREATE A PE PERSONALITY QUIZ IN
COLLABORATION WITH BUZZ FEED WHERE MOTHERS
ANSWER A SET OF SEVERAL QUESTIONS ABOUT HER
CHILD’S EATING HABITS AND IN TURN GET A CERTAIN
CHARACTER ASSOCIATED WITH HER CHILD’S
PERSONALITY.
-X-
ARTICLES WILL BE FEATURED ON THE
WWW.PICKEATERSARABIA.COM AND SERVE AS CONTENT
DRIVERS ON FACEBOOK
-X-
PROMISE PE WILL ENGAGE MOTHERS ON FACEBOOK AND
ENCOURAGE CONVERSATIONS AROUND #NMF
HOW WILL IT COME TO LIFE
PROMISE PE WILL CREATE ARTICLES,
QUIZES AND GAMES AROUND NO MORE
FUSS

33. FB CONTENT EXTENSIONS
CREATING CONVERSATION THEMES AROUND
MEAL TIMES (SNACK TIME, PARTY TIME, ETC.
•
HAVING FUN WITH FOOD/PLATE
PRESENTATION
•
CREATING AN INTERACTIVE EXPERIENCE
WITH FOOD GAMES
•
GET SMARTER THAN YOUR KID WITH
FEEDING TACTICS E.G. STICKING TO A
ROUTINE FOR MEAL TIMES

34. CONTENT PILLARS
UNCERTAINTY NEGOTATION ACCEPTANCE
CONTENT THEME
“WHY SHOULD I EAT THIS”
CONTENT THEME
“NO MORE FUSS”
CONTENT THEME
“PEAR”
CONTENT THEME
“IS THAT MY CHILD?”
REALIZATION

35. P.E.A.R.
RECIPE SOLUTIONS THAT WILL APPEAL TO ALL
PICKY EATERS. THIS IS ALL ABOUT THE FOOD
PICKY EATER APPROVED RECIPES

36. HOW WILL IT COME TO LIFE
WILL BE FEATURED ON THE WWW.PICKYEATERSARABIA.COM
AND SERVE AS CONTENT DRIVERS ON FACEBOOK.
•
PRINTABLE RECIPE GUIDES FOR MOTHERS TO PUT ON THE
FRIDGE
•
MOTHERS TO COOK THEIR FAVORITE RECIPES WITH KIDS AND
SHARE THEM WITH OTHER MOTHERS
•
WE WILL USE SHORT VIDEOS BY CREATIVE AGENCY FOR
FURTHER ENGAGEMENT
PROMISE PE WILL CREATE PEAR GUIDES

37. FB CONTENT EXTENSIONS
HOW TO MAKE THE MOST OUT OF
YOUR RECIPES: FOOD
SUBSTITUTES, FOOD PAIRINGS,
EXPANDING YOUR CHILD’S
PALETTE
•
LUNCH BOXES AROUND THE
WORLD ( TIPS AND WAYS TO
MAKE THE LUNCH BOXES
ENTICING FOR YOUR KIDS)

38. SUPPORTING CHECK, PLAY & WIN ON FB
CREATE TEASER POSTS TO ENTICE MOTHERS ABOUT
UPCOMING ACTIVATIONS -X-
REGULAR POSTS WILL GIVE MOTHERS INFORMATION
ABOUT THE LOCATION AND TIMINGS OF THE
ACTIVATIONS
•
ALL POSTS WILL BE GEO-TARGETED/GATED BASED ON
WHICH MARKET THE ACTIVATION IS HAPPENING
•
WINNERS AND PRIZES WILL BE ANNOUNCED ONLINE

39. FIVE QUALITIES OF BEST PICKED PARTNER
RELENTLESSLY FOCUSED ON THE GROWTH OF PROMISE
ORGANIZED TO DELIVER ACROSS ALL POE CHANNELS
ABILITY TO BUILD BRAND THE NESTLÉ WAY FROM TODAY
EXPERTISE IN CATEGORY AND AUDIENCE SOCIAL MEDIA
CREATIVE AND ANALYTIC THINKERS TOGETHER

40. 4
0
SCOPE OF
WORK

41. OUR INTEGRATED APPROACH TO SOCIAL MEDIA
SIT TOGETHER WITH DIGITAL TEAM TO PROMOTE THE
PAGE THROUGH PAID/ DISPLAY/ SEARCH.
•
LIAISING WITH CLIENT SERVICING/ PLANNING TEAM TO
PROMOTE ATL ACTIVITIES THROUGH SOCIAL MEDIA.
•
COLLABORATING WITH SKY HIGH AND BRAND TEAM TO
ENSURE ALIGNMENT OF PLANS.

42. COMPREHENSIVE SOCIAL SCOPE
COMMUNITY
MANAGEMENT
CRISIS MANAGEMENT TRACKING &
MEASUREMENT
REPORTING &
ANALYTICS

43. COMPREHENSIVE SOCIAL SCOPE
MANAGING ALL SOCIAL MEDIA CONTENT PLANNING AND UPDATES ON FACEBOOK .
•
COMMUNITY MANAGEMENT WILL BE DONE IN ENGLISH AND ARABIC.
•
CREATE A WEEKLY CONTENT CALENDAR TO BE SHARED WITH CLIENT FOR APPROVAL
•
THE SOCIAL PAGE WILL BE MONITORED SEVERAL TIMES A DAY.
•
WE’LL BE POSTING DURING OPTIMAL HOURS/ PEAK PERIODS THAT WE IDENTIFY YIELD
THE HIGHEST LEVEL OF ENGAGEMENT.
•
WE’LL BE ANSWERING ALL CONSUMER QUESTIONS AND QUERIES DURING WORKING
HOURS . IF WE DON’T HAVE THE ANSWER, WE
•
WILL RAISE THE QUESTION TO THE BRAND TEAM.
•
CREATE AND PLAN CONTENT TO PROMOTE ANY COMPETITION, ON GROUND
ACTIVATION, TVC, NEW INNOVATION.

44. MANAGING NEGATIVE BUZZ & HANDLING A CRISIS
INFORM THE BRAND TEAM ABOUT ANY NEGATIVE BUZZ AND DISCUSS
THE MOST APPROPRIATE WAY TO DEAL WITH IT.
•
MANAGE NEGATIVE BUZZ BY ANSWERING AND REPLYING TO THEIR
COMPLAINTS.
•
WE DO NOT RECOMMEND DELETING NEGATIVE CONSUMER
COMMENTS, UNLESS IT’S FOUL LANGUAGE/
AND AGAINST FB RULES AND REGULATIONS.

45. MANAGING NEGATIVE BUZZ & HANDLING A CRISIS
SET SOCIAL MEDIA BENCHMARKS VS. OUR COMPETITORS & CATEGORY: THE SIZE OF
OUR COMMUNITY, ENGAGEMENT LEVELS, RELEVANCY OF OUR CONTENT…
•
WE’LL CONTINUOUSLY MEASURE, TRACK & OPTIMIZE OUR PAGES CONTENT AND
ENGAGEMENT.
•
ANY UNUSUAL INCREASE OR DECREASE IN FAN BASE, REACH, ENGAGEMENT, WE’LL BE
COMMUNICATED.
•
ALL WEB LINKS POSTED WILL BE TRACKED AND MEASURED TO IDENTIFY THE NUMBER
OF CLICKS, VIEWS, DEMOGRAPHICS AND WHERE THEY’RE ACCESSING IT.
•
PRESENT MONTHLY ANALYTICS REPORT & WAY FORWARD

46. MONTHLY REPORTS WOULD BE SUBMITTED WHICH
WOULD INCLUDE:
MONTHLY ANALYTICS REPORT TO TRACK THE
QUANTITATIVE AND QUALITATIVE METRICS
NO. OF LIKES/ FANS
NO. OF COMMENTS
NO. OF UNLIKES
DEMOGRAPHICS OF OUR FANS
GEOGRAPHIC LOCATION OF FANS
MOST POPULAR POSTS/ LEAST POPULAR
POSTS
NO. OF CHANNEL AND VIDEO VIEWS
MOST VS. LEAST VIEWED VIDEOS
NO. OF COMMENTS AND LIKES PER VIDEO
NO. OF VIDEOS FAVORITED
MOST SHARED VIDEOS
DEMOGRAPHICS: GENDER, AGE
POPULARITY OF VIDEOS BY REGION
HOW ARE PEOPLE FINDING THE VIDEOS
MOST ENGAGING VS. LEAST ENGAGING
MAPPING THE SENTIMENT

47. THANK YOU!
MARCH 9TH,