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The Ajinomoto Rebrand: How Ajinomoto went Digital and regained lost ground.


In 2018, we acquired the Ajinomoto brief to help the brand re-establish a long-lost relationship with customers by devising relatable digital campaigns, communicating the brand message, and also educating the public audience on product usage.

Ajinomoto Co., Inc. is a multinational food and biotechnology corporation that produces seasonings, cooking oils, frozen foods, beverages, sweeteners, amino acids, and pharmaceuticals.


THE NEED

The brand had been in the Nigerian market for a long time and was, at some point, a household name.

However, with the age of digitalization and technological advancement, the brand was unable to utilize the digital space for marketing purposes. This led to a loss of significant market share to competitors that took advantage of digital media on time.

Moreso, AJINOMOTO was misconceived by the general public on many grounds.



WHAT WE DID…



Our job was to gradually ease the product back into the market, and we did this by;

  • creating a YouTube series to educate people on product usage and how Ajinomoto can be used with all meal types to debunk rumors that made people perceive the brand wrongly,

  • building awareness of the product, and empowering people through carefully thought-out and well-crafted content strategies.

  • using mega-industry Influencers to build engagement and increase social media awareness.

  • developing and executing educative and engaging campaigns for the brand’s target audience on major social media platforms.


THE RESULTS

  • We increased Ajinomoto’s follower count by 50k followers on all platforms

  • We built credibility and also helped people to understand the brand better which helped address the issue of misconceived notions.

  • We successfully built the online face of AJINOMOTO from ZERO to over 100 Million impressions between 2018 - 2021.

  • We were able to skyrocket the engagement rate on digital channels across the board.


CONCLUSION

With the right digital marketing efforts -from social media marketing to content marketing, influencer marketing, public relations, and the Socialight creativity- we were able to help Ajinomoto regain dominance in the food spices and seasoning industry, and optimize their digital channels.


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