Social media post detail, designed by JWT Beirut (Gail Saab).
This social STRATEGY in Numbers:
Strategy Overview:
— ABOUT THE CLIENT
Spinneys is a grocery store chain that has been around for over 70 years. As it has grown, the brand has expanded its area of operations by launching affiliate grocery store brands, Grab'n Go and Happy, and introducing its private label of products. Currently, Spinneys operates hypermarkets and supermarkets in Egypt, Lebanon, Qatar, Jordan, and the UAE.
— CHALLENGE
No supermarket brand's timeline is complete without a scandal or two. Over the past couple of years, Spinneys has been the subject of quite a few headlines. From the abuse of worker rights to the sale of contaminated produce, the grocery chain has had to fend off many adverse claims. My job was to devise a content setup that would help establish the brand's tone of voice and make it seem more approachable to its thousands of followers.
— CONTENT SOLUTION
When I joined this project, my main objective was to design a versatile strategy that would allow the Spinneys team to elevate the brand image while not locking themselves in a rigorous posting timeline. Given that they have new offers that pop up every day, they need to have enough freedom to post without hindrance.
The primary motivators for people to follow a supermarket brand online aren't very varied. From a pure sales standpoint, they either want to learn about new products, upcoming events, or offers. From a more value-based angle, they want to keep up with forthcoming food trends and learn about new delicious recipes.
By taking all of the points into account, I designed various posting blueprints that would tackle all of the above aspects while remedying the brand's ambiguous public image. From a purely visual standpoint, the Spinneys brand has imprecise guidelines, which is why I decided to set monthly themes that would give some much-needed structure. Ultimately, these templates reflect the brand's pillars perfectly while leaving room for a friendly and positive conversation with our audience.
Campaigns & festive Greetings Templates:
When translating an offline campaign into digital content, I always look for ways to engage with followers. For example, for Spinneys' Mother's Day campaign, I created content around different archetypes of Lebanese mothers to encourage people to tag their moms. For Christmas, it was all about finding the real Santa. I apply this approach to festive greetings. For Saint Patrick's Day, in addition to the greeting post, I worked on a slew of "green" recipes to complement the occasion and fall in line with the brand's audience.
Product Promotion Template:
By designing useful content around a product and creating the right context for its sale, I avoided turning Spinneys' social media feed into a reductive catalog page. Let's say we want to promote tortilla chips, we teach people to cook up the different dips that go with them. How about rice cakes or muesli? Easy, we suggest creative ways for people to enjoy them.
Monthly Themes:
Conceiving each monthly calendar under one uniting theme, helped me adopt an editorial approach the audience could relate to. This way, no matter the products I promote or the campaign I need to integrate, they all fit in a bigger picture. Subsequently, this thinking made room for other content templates to shape the brand image into a friendlier one.
Authority Content templates:
Providing followers with expert and free advice is a surefire way to help fine-tune a brand's image while building equity. One of the many advantages of working with a supermarket chain is that there is so much room to play. Recipes make quite the malleable template as they fit into any theme while highlighting products. However, to make Spinneys more indispensable to its followers, I also worked on separate content formats that answer daily pain points.
Entertaining Content Templates:
What's a social media feed without a little bit of fun? To complete my content toolbox, I added a couple of lighter formats into my mix. Keeping with the monthly theme, I would include fun facts and famous quotes into the posting schedule. These little games have proven to be quite efficient as they score the highest engagement.
