Rikki’s digital marketing agency is at the height of the modern industry. Slick, super-organised and socially savvy, the young CEO’s enterprise epitomises the power of the tech age: connectivity, efficiency and aestheticism fundamentally define Congo Social, which also differentiates it in the market. Its unique hands-on revisions create a bridge between brand and today’s consumer, holding the respective client simultaneously through to success. “We pay attention to detail,” CEO Rikki, told us: “to understand what makes a company. Many consultancies will give perfunctory advice. This results in generic campaigns that undermine potential impact. We do the opposite!” Indeed, Congo Social have a compact yet highly skilled team who explore the corresponding markets, doing the due research to thoroughly boost and manage the brand: “our experts have years of experience in digital marketing and will be working on your campaigns day to day. We’re very proactive and deal with challenges as they arise. We’re also passionate about tech so we really care about the trajectory and want to deliver the money’s worth.”
The agency specialises in using social media to resonantly thrive. Founder, Rikki, actually started his first business, trikki, in trendy streetwear, growing the enterprise online when brands had just begun to grapple with incorporating new media into the world of traditional marketing. “It was difficult at times, but I became adept. In 2016, I was having conversations with others who were facing similar challenges; exchanging thoughts. It was a natural progression to executing millennial businesses and campaigns that were the same size as trikki." In short, Congo Social contemporarily reinvents. Nowadays, the company works across a variety of corporate industries; “everything from commercial womenswear to water filters and graphic-design software.”
Rikki elaborated on the process: “It’s less to do with experience within a specific industry as it is a way of creative thinking: how to approach & treat your customer and sell them the products online – this helps inform the exact model and campaigns. We work very closely with our clients, and are always friendly. We look at what the company has been doing so far, their own expertise, including what they’ve tried and where they eventually want to be. Often clients will come to us because agencies have not assessed the business model correctly or overcharged etc. We deeply analyse the data, proposing the best social channels for the brand. We build a collaborative strategy through which we can design campaigns, making sure that the creative is happily approved. We pride ourselves on consistent advertising which reflects the core of the business, strongly advocating the message. We work with; short-videos, animation, static images and a whole range of modern media. This means a premium polished face with which to move forward.”
Essentially, Congo Social's multi-dimensional approach radiates the conceptual power of the business. It is as if the fashioning of diamonds out of the surrounding ruff. Indeed, Rikki’s prior business was one of minimalist style: “although not technical, my urban menswear was inspired by playing basketball and football and listening to hip-hop in the Nineties. It's simply sports.” Furthermore, one of his most successful campaigns to date has been for an upscale jewellery brand akin to Pandora: Trollbeads. We designed the UK campaigns both online and for physical stores. We then helped with their campaigns off the back of that momentum in the US.” Finally, as grounded as they are sharp, Congo Social shows how an impactful digital presence means having authentic personality inherent.
“Many forms of conventional marketing are being slowly but surely run in a way that is similar to online e.g., bidding in an auction rather than paying a set sum for an ad, enabling you to buy in the same way as digital media. Having said that, there is so much to be said for good customer experience in the physical world. That will never be matched by the new medium. There is a lot of value outside of screens. Whether you are talking about friendships on FB versus real-life, or mini-golf on the tangible course versus experience on a VR-headset. Humans need life in both versions. You should read as much as you scroll; interact in-person as much you do online. This is why any brand should provide customers as broad an experience as possible.” Not only do Congo Social demonstrate the superiority of digital know-how but as much the timeless virtue of human touch. Without the primary value of people, there would be no buzzing business. This is the social ethos behind the company’s striking yet relatable brand.
What would be your favourite form of social media?
As far as business goes, it isn’t a one-size-fits-all approach. It will be different for individual businesses. In terms of exposure, Google and Facebook are the most powerful. They pour the most into their budget. However, platforms such as TikTok, Reddit and Snap Chat have a lot of reach and can sometimes outperform those. You can go viral on TikTok without putting any money behind it. It’s a case of playing around with ideas and learning how to put your story across with a range of visuals.
In terms of selling, how much of business is aesthetics and the design aspect?
It makes a huge difference if your ads are beautiful. People pay attention: keep that style consistent and people will remember. The value of creative within a campaign is enormous. We have independently analysed that figure and built an average: at least 50% of the worth of your campaign is based on creative alone. This corresponds with research FB have carried out too – with whom we’ve had meetings.
But it’s not just superficial – in order to create an impressive exterior, you do first have to understand, transforming the content?
Yes, it’s about being able to summarise a message in the most succinct way possible.
Tell us more on your first enterprise: trikki. How did it evolve?
I spent a lot of time designing and working on the clothesline. I studied Fashion Design Tech for Menswear at the London College of Fashion. The course obviously helped, but didn’t necessarily give me the practical skills required to launch a whole business. This I learned while interning with Tesco in retail. I was familiarised with the production process, including how to manage supply and demand chains and deliver in a cost-effective manner. I was always interested in the commercial sector.
What is your favourite part of Digital Marketing?
Getting such instantaneous feedback. You would not get that anywhere else in marketing. There is a sense of continuous achievement – it’s highly motivational. Every night I can check in on campaigns and it’s so exciting as you can see what’s happening in real-time. Congo Social has done so well. I’m looking forward to maintaining the service and progress and seeing where that takes the team.
W: https://www.congosocial.com/
