Social Media �Content Audit
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With a focus on the Kiri Campaign
Kiri Campaign
Copy
Redundancy
The caption shares the same text with the promo copy - this takes away from the main message and would be better applied with an teaser text in the caption followed by a text reveal in the promo.
Another best practice applies the same copy message within a caption series; where each caption translates a different benefit to the consumer. In case of mass targeting, the series captions can also serve to niche the consumers by addressing different targets.
Misrepresentation in Art Direction
Although hygiene is one of Mumm’s core values - most of the chefs in the videos are not wearing gloves or hairnets, are wearing jewellery and are working directly on tabletops.
This misrepresentation might make it harder to communicate our hygiene standards in the future, and would draw attention if highlighted as a standalone content pillar.
Execution and Color Correction
Even though the Kiri Campaign is mainly highlighting the chef’s day-to-day lives and how Mumm adds to their lives; the execution of the video in terms of shooting, editing and frame choices are rushed.
The objectives could have been better communicated if the videos were shorter, each dedicated to the story of one of the chefs and trickled throughout the campaign timeline.
Moreover, the color correction in post production could be vastly improved.
Shooting and Food Styling
In one of the most recent cooking videos released for the Kiri Campaign, the transitions are distracting; changing sides rapidly and rushing the frames at an angle that isn’t highlighting the cooking process - which is the primary objective of this video.
The on-screen text also changes place per shot. Coupled with the angle switching and the quick pace of the video, this makes it very hard for the eye to follow naturally.
Moreover, the color correction does not compliment the food.
The ingredients, placed in the end of the video, makes it necessary for people to rewatch in order to follow the recipe. Since the final product of the video isn’t attractive to the eye, this could lead consumers to give up on the recipe.
Outdated Cover Photo
Although both the Ramadan and the Kiri Campaigns are currently active, neither of them is featured in the cover photo.
Ramadan Calendar
Prevalence of Typos and Runny Text
The lack of punctuation and spacing coupled with the prevalence of typos and long sentences makes the caption monotonous and hard to read.
Additionally, the lack of consistency between the design text and the caption text is highly noticeable - with the caption addressing a female consumer and the design addressing a male consumer.
Limited Content Pillars
Content throughout the Ramadan Calendar and the few months before can stand to be more diverse.
Constantly tackling the issue of saving time on kitchen chores and prepping for family visits, other scenarios are not tackled and the targeting is stagnant to only one of the main three segments.
General Comments
Announcement Stagnation
Even though the extension of the ordering deadline is fairly recent and comes after high demand - it is not highlighted in any of the recent posts. Best practices suggest that the news is hammered consistently throughout the content calendar for a minimum of 1 month with sponsored post backup.
Posting Frequency
The Kiri campaign was not mentioned in any of the static posts, with only two videos released two weeks apart.
This makes it significantly harder for the campaign to remain top-of-mind - especially if Mumm is setting up for its organic inclusion in the monthly calendar as an added value.
Misleading Media Representation
In the video caption of a popular news website - reposted by Mumm official page - the core business of the company is misrepresented as “home-cooked meals made by refugees”.
To the majority of people coming across the video - being those who watch it without paying attention, stop in the middle or scroll without watching - Mumm will always be a startup working with refugees, rather than local mothers that are struggling to make ends meet.
Feature Rollout
Upon expanding the delivery area, the news rollout was executed in five consecutive days.
Best practices suggest that the news is spaced out within the content calendar and hammered for a minimum of 3 months to reach the desired awareness results with sponsored post backup.
The same comment applies to the “leh tetlob men mumm” series.
Design Inconsistency
In the most engaging content series active at the moment, the design is inconsistent in terms of text placing. In most of the post series, the shots, focus and color correction can also be improved.
Since it was met with great reception, it is recommended to consider taking this series to Instagram with videos or non-static posts.
Design Inconsistency
Design guidelines should be set to standardize logo color and placement, text font and size as well as creative campaign execution within the active brand positioning.
Posting Language Inconsistency
English and Arabic posts are not consistently spaced out, with sporadic English posts permeating the old calendars but mostly missing in the new ones.
It is recommended to use both languages on a regular or semi regular basis to capture the highest faction of our target segments, since two of our active targets are fluent and/or heavy English speakers.
Static Content
Existing Instagram content is adapted from the Facebook Calendar. Although this is great for preliminary awareness setting; instagram users are looking for less static content that they can consume in a hurry, and are mostly won over by entertaining, light content rather than commercialized branding content.
Instagram stories are primarily used for service features. It is recommended to add a daily highlight on the Kiri Campaign.
Thank You.