For Ringier Africa's Digital Digest, I spoke about relatability when crafting marketing strategies and how brands including Ringier are making use of this today.

1. The Need For Relatability
In Marketing Strategies
By Franklin Ugobude

2. Franklin Ugobude
• Senior Social Lead, RADP
• Over the past 5 years, Frank has worked in various marketing teams,
helping to increase awareness, grow sales and build loyal customer base.
He has worked at small startups to large multinationals.

3. Why Marketing?
● Marketing is one of the most important things a business can do. Not
only does marketing build brand awareness but it can also increase
sales, grow businesses and engage customers.
● While your current customers should always be your main priority,
marketing efforts can help you expand this base. Little efforts like social
media posts and email campaigns can not only engage existing
consumers but spread the word to new potential customers. In
essence, marketing secures your business’s future through new and old
customer engagement.

4. How Do I Engage Customers?
● Content personalization
● Brand humanization
● Create useful content
● Listen and if possible, implement.

5. Who’s Doing It Right?

6. Case Study: Maggi
Aim: The idea here was to combine the storytelling of
how Maggi is a part of every love story/ drama or
solution to finding love through food. The story featured
a girl who had met the potential love of her life and how
Maggi saves the day through cooking his favourite dish.
Action: Use Instagram stories to deploy and have
interactive elements tailored in for people to help them
on this journey.

7. Case Study: Zenith Bank
Aim: The idea here was to merge the real basics of
storytelling and attach with the Zenith brand, using a
real Nigerian Hero and telling his story of
accountability, accounting and money keeping- where
throughout his 95 years on earth, he was well trusted
and known as ‘The most honest thrift collector in the
country!’.
Action: Use Instagram stories to deploy and have
interactive elements tailored in for people to help them
on this journey.

8. Case Study: H20H Water
Aim: H2OH! was introducing their products and their
line of brand ambassadors. For this, we were expected
to help inform the customers about the two vibrant
fruity flavours; Lemon and Lime
Action: Use Instagram stories to deploy and have
interactive elements tailored in for people to help them
on this journey.

9. Summary
● Engagement can be overdone. There’s a thin line between engaging
and sounding actually annoying
● User experience is very essential in crafting marketing strategies
● RADP is always here for you, just like Starboy.