An unofficial presentation presentation for Unilever brand's Royco cubes. Disclaimer: This document is not an official document!

1. Royco
RELAUNCH
Presented by: Tolulope Afuwape
03/07/2023

2. Introduction
Royco, a pioneer brand in the Nigerian
seasoning cube market, known for
producing great and affordable cubes
as spice and flavour to various dishes
during cooking. For over 40 years, the
company have built a strong reputation
of adding original flavour and
irresistible aroma to food across the
country.

3. Objectives
Using social media, get Royco lapsed
users in the North, East & West of
Nigeria who currently buys Mr.
Chef/Maggi to choose the New
Improved Royco, by convincing them
of its Original Flavour and Irresistible
Aroma through social media campaign.

4. Key Performance
Indicators
● Achieve 100 million impressions from awareness
campaigns on Twitter, Facebook and Instagram
● Average of 100 thousand site visits and 100
sales/orders directly from site.

5. Industry Insight
The seasoning market in Nigeria is a
very competitive one, with market
leaders Knorr and Maggi slugging it out
for decades while other brands such as
Chicken flavour, Terra, Onga etc remain
in second and third tier. The market
declined in 2022, with a decrease of -
5.1% against the previous year. The
market attained peak level in 2017,
however, from 2018 to 2022,
consumption remained at a lower
figure.In a Twitter poll, Knorr got 58%,
Maggi got 33% while Royco 5%. New
products like mamador and davon
cubes are making entry and are poised
to gain more market share.
Source: Marketingedge.com.ng

6. COMPETITOR ANALYSIS

7. Competitor Analysis
Web search volume Key takeaway
A quick look into google trends
revealed that Maggi brand
dominates google web search
volume in the past 12 months with
significant volumes across the 36
states, followed by Knorr and lastly
Royco with 2% in Lagos and 1% in
FCT respectively

8. Recent development Key takeaway
New entrant
Macro factors affecting
New technology

9. TARGET AUDIENCE

10. Target Audience (LSM)

11. Target Audience (Buyer Persona)
Kemi, 32
Married business owner, cooks
with other seasoning cubes and
active on social media.
Chioma, 26
Single student, enjoys cooking,
never heard of royco, active on
social media.
Ben, 35
Married office remote worker,
cooks with other seasoning
cubes and active on social
media.
Juggling Family providers
● Sweet home builder who lives in semi-urban/rural
Nigerian, aged 20-45, LSM 4–7
● Sweet home makers ages 20- 45 years, LSM 4-7
(Lower-middle class to Upper-middle class).
● Loves to create enjoyable moments for her family
● Loves tradition but is open to new ways of doing
things
● Takes pride in being a good wife and mother.
● Enjoys cooking great meals that bring her family
together

12. COMMUNICATION IDEA
#tasteyoucantresist

13. #ROYCORELAUNCH
Images, videos and short animations that
portrays the project, the new improved
royco cube with its unique selling point, the
flavours available, offline & e-commerce
platforms to buy from.

14. MEDIA STRATEGY

15. Media Strategy
(A) Go to market with good creatives and content
for Royco and the brand influencers.
(B) Preservation of major market/Audience for the
big launch through A/B test.
(C) Campaign launch
(D) Campaign optimization, Analysis and report,
audience feedbacks, overview of the campaign
Note: Changes in strategy might be applied for each
platform
MEDIA
STRATEGY

16. IMPLEMENTATION PLAN

17. WEEK OBJECTIVES STRATEGY KPI CHANNELS BUDGET
1-2
● Developme
nt of Ad
creatives
● Optimization
of site and
links to e-
commerce
stores
● Endorsemen
t and
advocacy
from
Authorities
in the
food/cookin
g space in
North, East
and West of
Nigeria
● Using content
pillars to
generate content
(slogan, copy and
caption)
● Page speed test
and link test
● Partnering with
top influencers
such as
hildabaci,
@Zeeliciousfo
ods and ifys
kitchen
Regional
influencers
across North,
East and West
of Nigeria
● Engaging
content
(slogan,
caption,
copy)
● Twitter
● Instagram
● Facebook
35%
PHASE 1 (Pre-campaign launch)

18. WEEK OBJECTIVES STRATEGY KPI CHANNELS BUDGET
3-4
● Up-to-date
insights
into Ad
creative
performanc
e and
target
audience
across the
three social
platforms
● A/B testing
and
optimizatio
n of Ad
creatives
and
channels in
similar but
smaller
markets/re
gion based
on
analytics
reporting/c
ustomer
feedback.
● Number of
impression
s served
● Number of
engageme
nts (Shares,
Tags, etc)
● Number of
site or e-
commerce
store visits
● Twitter
● Instagram
● Facebook
5%
PHASE 2 (Pre-campaign launch)

19. WEEK OBJECTIVES STRATEGY KPI CHANNELS BUDGET
5-8
● Create
awareness
and
engageme
nt for
Royco
brand
● Campaign
commence
s with
contents
from
influencers,
organic
content on
Royco
social
media
accounts
and
running of
paid
display ads
● Number of
impression
s served
● Number of
engageme
nts (Shares,
Tags, etc)
● Number of
site or e-
commerce
store visits
● Twitter
● Instagram
● Facebook
45%
PHASE 3 (Campaign launch-Engagement)

20. WEEK OBJECTIVES STRATEGY KPI CHANNELS BUDGET
9-12
● Convert
leads from
phase 3
● Retargeting
engaged
traffic from
phase 3
with
display
Ads,
● Number of
leads
● Number of
site/ e-
commerce
store visits
● Number of
orders
● Twitter
● Instagram
● Facebook
15%
PHASE 4 (Post campaign-Retargeting phase 3 traffic)

21. Estimated campaign reach
Twitter
Reach potential: 322.8k-356.8k
Gender: Women
Age: 25 to 49
Location: Nigeria
Daily budget: $25
Time: 7-day campaign
Facebook (Page promotion)
Reach potential: 1.8k-5.2k
Gender: Women
Age: 27 to 45
Location: Nigeria
Daily budget: N3,500
Time: 7-day campaign

22. Social Media
Platforms
Facebook
Instagram
Twitter

23. BREAKDOWN OF ACTIVITIES

24. Idea: We will do xxx
Rationale: IG Reels is fast becoming the
feature with the most visibility and
engagement on Instagram. We will leverage
this to drive engagement with the target
audience, who frequently engage with short
video content.
Mechanics: Run a 2-weeks social media
contest where people xxx
Format: Weekly 30-secs videos
Objectives: Brand affinity
Breakdown of Activities
(Week 1-2)
Content calendar

25. Influencer Engagement
● Together with the influencer, we will develop engaging contents around
food/cooking/ingredients
● Suggested influencers (@Zeeliciousfoods and ifys kitchen)

26. ● Monitor feedbacks
● Timely response to enquiries
● Attach posts with working links
to either customer care or online
store
Community Management

27. Measurement &
Analysis
● Platform analysis dashboard
● Third-party tools and plugins (Sprout
social, Buffer etc)

28. Thank You!
#NewImprovedRoyco
Copyright @ 2023
Facebook, Instagram and Twitter
@RoycoNigeria