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CASE SMM for mbfoody

mbfoody is a new Ukrainian brand that produces snacks, including fish and meat snacks, corn puffs, croutons, and treats for pets. In this case study, we share how we launched the brand’s social media pages from scratch on two platforms.

Promotion period: Feb–April 2024

Platforms: TikTok, Instagram

Goals:

  • Launch accounts on TikTok and Facebook
  • Showcase the values of the new brand and its products
  • Create promotional and craft content
  • Launch sales through social media advertising

Tasks our team faced:

  • Develop an SMM strategy and a separate strategy for TikTok
  • Create visual and written content for Instagram
  • Develop scripts and shoot videos for TikTok
  • Launch TikTok and Instagram pages from scratch
  • Run giveaways and contests to attract a new audience

STRATEGY AND CONTENT

Since the brand was preparing for an offline launch, our main goal was to create a strategy that would effectively convey the brand’s values, its products, and the full assortment.

Instagram

The client initially wanted to focus on TikTok content, so for Instagram, it was essential to develop a grid of 12 posts that would fully showcase the product range, its features, and consumption options.

We developed a tone of voice (ToV) and a vibrant visual style that combined product carousels and Reels. The content included product reviews as well as fun videos to highlight the brand’s positioning.

mbfoody

All our communication was "crispy-delicious" and "crunchy-trendy." We engaged with the audience in a friendly, informal tone, using "you" in a casual way, occasionally incorporating slang and Anglicisms into the text.

We also created a series of highlights featuring different types of products and their ingredients, allowing the audience to quickly get familiar with them.

TikTok

After analyzing competitors, we identified the formats that resonated best with the audience and began developing our own content rubric. Through the main content categories, we aimed to highlight what sets our products apart from competitors, who they are best suited for, and the wide variety of flavors available.

The main content directions we chose:

Tastings and product reviews:

Video 1

Video 2

Video 3

ASMR:

Video 1

Video 2

Interactive content with people:

Video 1

Video 2

Fun videos:

Video 1

Video 2

Video 3

Since the brand was just launching, we experimented with different formats to engage various audience segments and determine what worked best. The content was both high-quality and entertaining, aiming to reflect the brand’s vibe and convey the enjoyment consumers would get from the products.

We kicked off the page with an introductory video about the brand, which immediately showed promising results for a newly created page (4K+ views):

Introductory Video

On this platform, we stuck to the developed tone of voice (ToV) and brand positioning, creating a visual concept based on accent colors and consistent fonts.

mbfoody_tiktok1

To grow the audience, we also ran a giveaway contest:

Contest Video

Results:

Launched the brand’s social media pages from scratch

Implemented the developed SMM strategy across social platforms

Filled the brand’s pages with unique content, creating around 60 posts from our content creators

Observed steady growth in followers and views on the TikTok page over the course of a month