Reach the shopper before she reaches the shelf.
Digital campaigns for food, drink, personal care and household brands in Ghana and across Africa, planned around the moments people decide what to buy and measured against what actually moves.
What this looks like across Africa
Fast-moving consumer goods live and die on two things: being known and being available. For decades that meant radio, billboards and trade promotions. Those still work, but across Africa the shopper now spends her evenings on Facebook, Instagram, TikTok and WhatsApp, and that is where the brand in her head gets decided before she walks into the shop or opens the Jumia app, whether she is in Ghana, Nigeria or Kenya.
Digital marketing for FMCG is not about selling a bar of soap online. It is about frequency and reach at a cost per thousand that beats traditional media, with the ability to switch creative by country and region and to put promotions in front of the people most likely to act on them. The agency that runs it for you should be able to show you the reach, the frequency and the cost per view by country and region, and tie campaign periods to your sell-out data.
Sound familiar?
The problems we usually find when we start working with fmcg and consumer goods.
Awareness you cannot see
Money goes into billboards and radio and the brand team hopes. Nobody can say how many people in each country saw the campaign, how often, or whether the north saw it at all.
Social posts that reach nobody
The page posts every day to the same few thousand followers. Organic reach on Meta is now so low that a page is a notice board, not a channel.
Promotions that only the trade knows about
A price-off or a bundle runs in store, but the shopper never heard about it, so the uplift is small and the budget looks wasted.
One creative for many markets
The same ad runs in Ghana, Nigeria and Kenya, and in every region within each country. Language, habits and the shops people use differ, and the creative does not.
Agencies that report likes
The monthly deck is full of engagement and impressions. The brand manager wanted to know if the campaign sold more product.
What we would do for you
The mix of work that usually fits. We scope it to your goals after a short call and send a proposal.
Reach and frequency campaigns on Meta, TikTok and YouTube
Video-first campaigns planned by country and region and bought for cost per view and reach, not for clicks, with creative that changes by audience and language.
How this service worksProgrammatic and display around your distribution
Banner and video placements on the sites and apps people in your key countries and regions actually use, timed to launches and promotions.
How this service worksPromotion and activation support
Short bursts that tell shoppers about a price-off, a competition or a new pack size, with WhatsApp as the response channel where entries or questions are needed.
How this service worksCampaign and creative strategy
A one-off piece of work when you have a launch coming: the concept, messaging, audiences and creative briefs for one campaign.
How this service worksWhy Osidion for fmcg and consumer goods
- We buy media for reach and frequency when that is the job, and we say so. Not every brief needs a conversion.
- We have run campaigns in more than 25 African markets, FMCG brands among them, and we know the difference between a pan-African plan and a plan for each market.
- You pay your media budget through us, and we report everything spent, by market, platform and creative.
How it starts
- 1
A 30-minute call
You tell us the goal and the numbers you have. We ask the questions that decide the plan.
- 2
A written proposal
Scope, timeline and price, with the media budget shown as its own line. No fixed packages.
- 3
Tracking first, then launch
We make sure the result you care about is counted before anything goes live.
Common questions
Planning a launch or a promotion?
Book a 30-minute discovery call and we will come back with a media plan and a proposal.