PROJECT

Binatone wanted to expand brand visibility in African markets (Ghana, Nigeria, and Accra), engage audiences digitally, and drive customers from online engagement to retail store purchases.

Strategy & Execution

• Created a unique content strategy with “Aunt Bina’s Kitchen” — a YouTube/social channel showcasing traditional African recipes using Binatone products.
• Launched interactive contests to build community engagement and brand recall.
• Boosted Binatone’s social media channels, transforming them into a customer support system.
• Implemented a complete digital mix:
  • SMO for social presence and engagement
  • SEO & SEM to capture search intent and drive conversions
  • ORM to maintain positive brand reputation
• Maintained and optimized website content for a better digital experience.
• Designed strategies to redirect online engagement into offline retail sales.

Results

• Strengthened Binatone’s brand presence across multiple African regions.
• Established Aunt Bina’s Kitchen as a creative content property that built brand connection.
• Increased retail store footfall through digital-to-offline campaigns.
• Created a customer-focused social ecosystem supporting both engagement and service.

Key Highlight

Launched a region-specific digital ecosystem for Binatone, combining content innovation, performance marketing, and customer support to bridge online engagement with offline sales.