Fast growing & engaging Cafe Review Instagram blog
Client
Pastry Passport
Credit
Project Manager - Shela Yuen
Graphic Designer - Megha Kamath
Website Developers - Myta Palo, Stella Park
Content Creator, Video Creator - Morgan Franz
Project date
Sep - Nov 2023
Category
Social Media Management
Content Creation
Design tool
Adobe Illustrator
Adobe Premiere
Adobe Audition
Canva
Videography - Canon camera
Project goal
We had the pleasure to help the client, Pastry Passport, to create a brand new cafe review blogging platform from scratch. We also produced their website for blogging, and integrated 5 social media channels including Instagram, Youtube, Pinterest and Facebook.
Project flow
At the start of this 3-month project, we crafte a comprehensive marketing strategy to govern the whole project. We did this by planning out detailed content for each channel for each week carefully on a content calender.
We executed content posting according to schedule every week. With the fast-changing nature of social media, we also included impromptu posts to boost engagement. Reels, Youtube Shorts are used to reach non-follower audience.
At the end, in 8 weeks' time, we grew the instagram account followers from 0 to 1954 (as at Nov 30, 2023). We obtained 2472 profile visits and reach 847 non-followers. We have engaged with 176 accounts, 828 contents interactions, 787 likes in total for posts and reels.
Version 1 - evoke emotional engagement
In this version, we used several techqniues to relate to the target audience and evoke emotional engagement:
- Cute school kids picture - To evoke target audience (which are teachers and principals) desire to ensure every kid on campus is happy and safe.
- Disturbance - On the top left corner, clearly stated audience' pain point, which is frequent flu outbreak on campus after the pandenmic.
- F-A-B - Clearly stated all product benefits on the note-paper on the left.
- Social Proof - Logo of clients that has used Ecobay's product.
- Comparison table - Compare the product to most commonly used alternatives at target schools - which are air purifier or mist disinfectant.
- Call-to-action - Included a QR code for target audience to scan and linked to sales team's whatsapp account.
Vlog production
We filmed and produced this 5-minute cafe review vlog to introduce thiis cute cafe on Robson Street, Vancouver.
Essential of a vlog is to create a chilled atmosphere and entertain audience with the happy chemistry of the hosts. We hope we have mastered it well!