In the fall of 2021, the Coffeemania Team restaurant group launched Bez Tarelok (translated as “no plates”) — their first project in the premium grab-and-go format.
Bez Tarelok is modern cuisine with high quality dishes, which is based on the values of the Coffeemania Team: sustainable development, smart consumption and concern about the environment.
Bez Tarelok is modern cuisine with high quality dishes, which is based on the values of the Coffeemania Team: sustainable development, smart consumption and concern about the environment.
Bez Tarelok
In the fall of 2021, the Coffeemania Team restaurant group launched Bez Tarelok (translated as “no plates”) — their first project in the premium grab-and-go format.
Bez Tarelok is modern cuisine with high quality dishes, which is based on the values of the Coffeemania Team: sustainable development, smart consumption and concern about the environment.
Bez Tarelok is modern cuisine with high quality dishes, which is based on the values of the Coffeemania Team: sustainable development, smart consumption and concern about the environment.
Bez Tarelok
After the project launched it was necessary to:
— Support the positioning of the new brand with the help of social media (transmit the values and the big idea of the brand).
— Develop a content strategy taking into account the latest trends.
— Organize 24/7 customer support on social media.
With these exact goals we were contacted by the Coffeemania Team.
— Support the positioning of the new brand with the help of social media (transmit the values and the big idea of the brand).
— Develop a content strategy taking into account the latest trends.
— Organize 24/7 customer support on social media.
With these exact goals we were contacted by the Coffeemania Team.
1
We began completing the clients tasks with the development of a communication and creative strategy for social media. To do this, we took the values of the company and came up with associations, and interpreted them into concrete terms and visual solutions. Key messages for Bez Tarelok: light, free, sustainable, natural and above and beyond.
For example, when developing ideas for photoshoots, the main goal was to show freedom, which Bez Tarelok gives: “You can eat without plates on the skating rink, in the car, on the way to work, while sightseeing, anywhere”.
The key message of “above and beyond” was shown in the design. In the previous design style Bez Tarelok used borders. In the new concept we kept them, but only so that our heroes/products went beyond them.
To transmit the key message of sustainability, we had an idea of using brand journalism, which talked about correct eating habits and living healthy.
For example, when developing ideas for photoshoots, the main goal was to show freedom, which Bez Tarelok gives: “You can eat without plates on the skating rink, in the car, on the way to work, while sightseeing, anywhere”.
The key message of “above and beyond” was shown in the design. In the previous design style Bez Tarelok used borders. In the new concept we kept them, but only so that our heroes/products went beyond them.
To transmit the key message of sustainability, we had an idea of using brand journalism, which talked about correct eating habits and living healthy.
2
We developed a text writing guide, which connected content that talked about the benefits of the product with useful content based on the value of the brand and to create a unique TOV.
3
We also completely changed the visual concept of the account: as a basis for the visual content we used trendy graphics, live photos and bright elements, which resulted in a unitary style of the account and transmitted the big idea of the brand.
4
We added motion graphics and increased the number of content formats, started using animations, galleries and short video reels.
5
An important and laborious stage was organizing the collection and handling of user feedback from guests (community management) in a 24/7 format.
To achieve this we conducted research of HORECA sector guests and developed an extensive Q&A, which helped give a quick reaction even at night time and help answer most questions automatically, while not asking for feedback from clients.
To achieve this we conducted research of HORECA sector guests and developed an extensive Q&A, which helped give a quick reaction even at night time and help answer most questions automatically, while not asking for feedback from clients.
6
To develop communication with subscribers, we started using user engagement mechanics in posts and stories:
7
Found esthetic solutions even for visually difficult positions (frozen foods):
The final result:
The account before/after:
Account statistics:
On the 1st of October, we began work on the project and the number of Instagram subscribers was 75 people, and Facebook had 8. In a month, we were able to significantly increase subscriber growth thanks to quality content and targeted ads. It is a good result if you take into account that the promotion didn’t launch straight away and the budget was rather small (13 198 rubles). In comparison to previous periods there was an increase in reach of Instagram stories. It is related to the number of stories plus the views on stories highlights.
During the first month we published 8 posts and 14 stories.
By the end of the year there were 256 subscribers on Instagram and 16 on Facebook. In comparison to previous periods, the increase in reach for Instagram stories doubled.
The key audience - women from 25 to 34 years old. The number of women was higher than the men.
The key audience - women from 25 to 34 years old. The number of women was higher than the men.
During 6 months of work the subscriber base on Instagram grew up to 350, and on Facebook up to 30. The KPI for each month was 8 posts and 12 stories.
In March, the promotion activities with us were halted. It is important to note that when posting stopped and no paid advertising was running, our audience was still stable and there was a positive growth dynamic.
In March, the promotion activities with us were halted. It is important to note that when posting stopped and no paid advertising was running, our audience was still stable and there was a positive growth dynamic.
Instagram
79
8
Facebook
Instagram
350
30
Facebook
The increase in subscribers (during 6 months of work)
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SMM-strategy development
Complex social media management
Ad-campaigns
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Complex social media management
Ad-campaigns
Influencer marketing
Reputation management
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Logo and corporate identity development
Web design
Social media visuals development
Web design
Social media visuals development
Creative and production
Video production
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Design for social media
Photo shoots
Design for social media
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