Can any brand and any type of product grow with a digital-first approach? It’s a fair question now that more and more people are trying to work with lean budgets and relying on social media and digital promotion to do so.
The answer to that is situational at best. No single brand building strategy has ever worked for every product when it comes to offline media, so social media, no matter how dynamic it is, probably isn’t going to just change that.
We had the opportunity to discuss the issue of brand building success via the digital route with someone who’s been using that approach extensively in Zambia.
Lulu Hangaala is a Zambian TV and Radio personality who’s career has seen her take on the role of brand ambassador for some entities her country. She has directed most of her efforts for these engagements, with a fair amount of success, through digital platforms, particularly social media.
Also engaged in this discussion was Munya Bloggo from TV Yangu. Both Hangaala and Bloggo were nominees at the 2014 Social Media Awards Africa, an awards ceremony for social media that was held in Nigeria last year. They also shared their experiences from that event and conference in this podcast.