Bringing new audiences to the private dining table.
Divine Palate is a unique private dining service, encompassing both culinary and event concierge, engineered to offer clients unforgettable multi-sensory dining experience in the comfort of their home or workplace. Every menu is tailor made according to the requested theme and budget. On the day itself, an event organizer sets up the private party space and a private chef cooks and serves the food on location.
CHALLENGE
As an upstart without a large following, Divine Palate naturally wanted to reach new audiences via social media. But how could they do so without coming across as pretentious or inauthentic?
SOLUTION
Leveraging experienced Creative Direction to showcase curated stylish food images and snazzy short-form videos to leave an authentic impression.
SERVICES
Digital Marketing Strategy, Content Strategy, Content Creation (Photography, Design, Copywriting), Art Direction, Social Media Management, Email Marketing
Getting Social: Like all proprietors who are busy managing day to day business operations and administrative chores, the initial social media posts made in-house neither had a defined brand personality nor were the images high quality. We stepped in to overhaul the aesthetic direction of new social posts with the objective of promoting menu items and to showcase private dinner parties.
By scrolling through the brand’s Instagram feed, new audiences could quickly discover what Divine Palate offers and understand what happens during the private events.
Being Authentic: Before making a single social post, Divine Palate needed a compelling creative strategy to guide its content development into the future. What better way to stay true other than photographing on-site the elegantly plated dishes cooked and prepared on site during the private dinner itself? With a new aesthetic direction in place, we began showcasing them on both Instagram and Facebook.
Creating Campaigns: Once a creative strategy was solidified, we worked up an appetite to plan digital marketing campaigns across website, email, and social media ads.
The website UX was revised. Responsive design was tested and QC-ed. Blog write-ups were added to the website for better search engine ranking. List builder was introduced and activated. Social media ads ran, with lookalike audience targeting. Snazzy short-form videos of private dining events were also showcased on social media for organic engagement.
By turning our attention to campaign ideas that captured the exquisite experiences served by Divine Palate, we wanted consumers to experience connection and passion in relation to the brand.
Results: We won the hearts – and appetites – of social media audiences. Organic reach, impressions, and social engagement have all increased, proving that the messaging and creatives in our strategy resonated with the brand’s target customers.