Kiri Morocco 

Before 1966, no one had ever contemplated producing a cheese specifically for a child’s palate and lifestyle. But that was before Kiri, a product of Bel’s plant in the Sarthe region of France, exploded onto the scene.

Kiri originated as a popular cheese snack for French children and soon expanded worldwide, from a creamy breakfast in Saudi Arabia to creating sumptuous sweets for Ramadan to a tiny delightful nibble for a me-moment at the end of the day in Japan.

When I was working as a Digital Project Manager in my previous Digital Marketing Agency, I had the chance to digitally manage 03 big brands: Bimbo Morocco, Kinedorsal Morocco, And Kiri Morocco. By digitally performing, I mean: 

          ✅ Organizing the brand’s Social Media and giveaway competitions,

          ✅ Collaborating with graphic designers and animators for better layouts and content ideas,

          ✅ Managing Paid Media (strategy & budget level),

          ✅ Creating monthly reports and many more tasks that you will find in my resume.

The problem:

          ⛔️ Lack of improvement on social media content – Redundant content based on the Middle East and France.

          ⛔️ Digital audience issues

          ⛔️ Ineffective influencer benchmark and profile studies.

          ⛔️ No connection with both happy and unhappy customers.

The solution and work process:

My project with Kiri bucketed into three (03) main categories; new content and creative ideas, analytical, and strategical.

1-Leading the Creative Process:

Kiri’s new content and creative idea project began with some research and benchmarking over the last two to three years into what the rest of the Arab world, specifically the Middle East region, is sharing with its community on social media.

The next stage is to analyze the benchmark’s major success factors and conduct research based on online founding data (using the Hootsuite Benchmark Tool) and collaborate with the Brand Marketing Manager to draft a creative brief and develop targeted digital marketing materials.

2- Recommendations Through Paid Media Data Analysis :

The Paid Media analysis stage evaluated the brand’s significant releases ideas in Morocco, such as Ramadan operations, upcoming products, Newsjacking, etc.

Additionally, this stage was to review a summary of the most important social media messages and comments the company had received in the past, such as complaints, contentment, and so on, to prepare better communication solutions without forgetting to update the FAQ file.

And lastly, using the information gathered to create a sales slide for the sales team to increase distribution with retail partners.

3- Strategic Consumer-Driven Insights :

Finally, the strategic project was to deep dive into the media spend category and identify key trends and recommendations for improving Kiri’s media plan. Find below some new campaign ideas.

I was also responsible for identifying how other FMCG brands are spending their Paid Media budget, including Kiri in different regions, Europe, and the Middle East, to develop Kiri’s targeted Marketing Campaign and reach more potential retail partners.

 Some examples of the new campaigns:

          ✅ Kiri Edition of the Masterchef competition includes shooting, BTS, and a grand reward.

          ✅ Cooking with influencers,

          ✅ Who cooked a better meal? – By having Kiri’s community share what they prepared in the comment section, sending                  a private message, and allowing people to vote for the top 05 winners.

If you would like to know more about how this project is going, don’t hesitate to get in touch with me, and let’s connect. 

See more of my work here ??

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