Launch of Sanlam's social media strategy in Africa

Sanlam Group is the largest insurance company in Africa that was first established as an insurance company and has since diversified its portfolio. The group mainly operates mainly across Africa, French-speaking and English-speaking Africa.

We were asked to extend Sanlam’s media communication across French-Speaking Africa to reach a broader and younger audience.

The first step was to analyze Sanlam’s main audience. Indeed, the company sponsors a monthly magazine on a leading Pan-African TV channel and this magazine is also promoted on the TV channel ( Canal+ Africa)’s strongest social platform: Facebook. We realized that the audience was older than expected and the company’s awareness and engagement were not high due to the recurrence.

Based on this analysis, the goal was to find a way to reach a younger audience through the use of social platforms. At the same time, the company needed support to build daily engagement interaction with the follower community to increase the reach of our audience.

With the shared material, the next step was to create content that would reach a younger audience and build a solid community on social media.

We brainstormed with the production team to create content that would speak to a broader audience on Facebook as Facebook is the first social platform in French-Speaking Africa. The idea was to create a new show that would be only accessible on Facebook: The creation of daily short videos that would be streamed Monday-to-Friday on created Facebook page and would focus on answering a general question associated with health such as “ How to heal a sprain?”.

The steps were to : 

Analyze the digital audience in Africa and their preoccupations when it came to health

Define the best online for the client

Test the best formats to reach its audience

Create a content and broadcast calendar with the Production team

Create and Manage an official Facebook account associated with this new content

Increase awareness around this page

In terms of frequency, as a test, we started with five videos on Facebook for the first month. Then, depending on the result, we reconsidered the frequency of posting. The goal was to find the balance between the posts’ frequency and the highest engagement and to see if the content brought awareness.

When it came to Community management, I focused on improving the community rather than automating it through the introduction of live streams and the addition of daily posts. A new level of community management gives your business more time for real human interaction. 

Management of 1 Social Media Account (Facebook)

Recreating Social Media Profiles in more advanced

Creating digital content

Managing Social Media advertising campaigns

Monthly updates of demographic data and campaign performances sent

Creating Social Media Marketing Plan

Community Management