TikTok Case Study.
Objective:
To drive engagement, improve awareness of “Fufu” a traditional West African cuisine, and establish the brand as a bold, culturally rooted voice among the younger global audience and in the digital space.
Strategy:
I developed a content strategy rooted in three messaging pillars:
- Playful Culture – Using humour and trending audio to make cultural content relatable
- Modern African Identity – Celebrating heritage with a fresh, youth-focused tone
- Food as Identity – Encouraging pride in West African culinary traditions
TikTok was selected as the lead platform due to its virality and alignment with the target demographic. Instagram supported the campaign for visibility and community interaction.
Execution:
I led the creative development of engaging, informative, and culturally rich content. The rollout of candid user-generated content showing their reaction after eating Fufu for the first time. I worked closely with the founder to co-create visually appealing branded posts. I monitored trends and used native tools to optimise engagement in real time.
Results:
- 1,000% increase in TikTok followers in three months (from 23 to 14.6k)
- 45% average engagement rate, well above platform benchmarks
- 200% increase in website traffic
- Influencer reposts and shares extended reach organically
- Best performing video featured in 2 niche blogs accounts (HollywoodUnlocked, Extra.gist)
- Brand repositioned as fresh, fun, and culturally confident
Communications Impact:
This campaign successfully created a shift in audience perception and embedded the brand within youth culture conversations online. Making the campaign a success.
