F&B Brand Achieves 215% Engagement Growth
A comprehensive case study on how Mindoxa transformed a food & beverage brand's social media presence and drove measurable business results.
Case Study Overview
A popular food & beverage brand with multiple locations across Dubai was struggling to build a meaningful social media presence despite having excellent products and in-store experiences. Their social media accounts had stagnant follower growth, low engagement rates, and weren't effectively driving foot traffic to their locations.
The brand approached Mindoxa with clear objectives: increase brand awareness on social media, drive meaningful engagement with their target audience, and ultimately convert social media followers into in-store customers. This case study details our strategic approach, implementation process, and the exceptional results achieved over a six-month period.
Client Background
The client is a mid-sized food & beverage brand operating 4 locations in Dubai, specializing in fusion cuisine with a focus on locally-sourced ingredients and innovative presentation. Established in 2018, the brand had built a loyal customer base through word-of-mouth and excellent in-store experiences but struggled to translate this success to their digital presence.
Their target audience primarily consists of food enthusiasts, young professionals, and families aged 25-45 with mid to high disposable income. The brand positions itself as offering a unique dining experience that combines traditional flavors with modern culinary techniques.
Prior to engaging Mindoxa, the client's social media was managed by a junior staff member with limited experience. Their posting was inconsistent, lacked strategic direction, and failed to showcase the brand's unique personality and offerings effectively.
Initial Audit Findings
Our team conducted a comprehensive audit of the client's social media presence, analyzing content performance, audience demographics, competitor strategies, and industry benchmarks. We identified several critical issues:
Content Strategy Issues
- Inconsistent posting schedule (sometimes 5 posts in a week, then nothing for 2 weeks)
- Heavy reliance on product photos without storytelling or context
- Limited use of platform-specific features (Stories, Reels, IGTV)
- Lack of content variety (no behind-the-scenes, customer testimonials, or lifestyle content)
Brand Identity Problems
- Inconsistent visual style and filters across posts
- No clear brand voice or personality in captions
- Minimal brand storytelling or values communication
- Inconsistent use of hashtags and location tags
Engagement Weaknesses
- Low engagement rate (0.8% vs. industry average of 1.5-2%)
- Slow or no responses to comments and messages
- Limited community-building initiatives
- No user-generated content strategy
Technical Issues
- No social media content calendar or planning system
- Limited use of analytics to inform content decisions
- No paid social media strategy to complement organic efforts
- No system for tracking social media impact on store visits
Strategy & Implementation
Based on our audit findings, we developed a comprehensive six-month strategy to transform the client's social media presence:
Month 1-2: Foundation & Brand Identity
- Brand Voice Development: Created a comprehensive brand voice guide defining tone, personality, and communication style across platforms
- Visual Identity System: Developed a cohesive visual style guide including color palettes, photography guidelines, and editing presets
- Content Pillars: Established four core content pillars:
- Culinary Expertise (showcasing food quality and preparation)
- Behind-the-Scenes (kitchen operations, staff stories)
- Customer Experience (ambiance, service moments)
- Lifestyle & Culture (connecting food to broader lifestyle themes)
- Content Calendar: Implemented a strategic content calendar with platform-specific content planning
Month 3-4: Engagement & Community Building
- Influencer Program: Launched collaborations with 15 local food bloggers and lifestyle influencers
- UGC Strategy: Implemented a user-generated content strategy including branded hashtag, photo opportunities in-store, and incentives for sharing
- Community Management: Established protocols for timely responses to comments and messages (within 2 hours during business hours)
- Interactive Content: Created polls, questions, and interactive stickers in Stories to boost engagement
Month 5-6: Growth & Conversion
- Paid Social Strategy: Developed targeted ad campaigns for different audience segments:
- Awareness campaigns for new potential customers
- Engagement campaigns for existing followers
- Conversion campaigns for those who engaged but hadn't visited
- In-Store Integration: Created social media touchpoints in physical locations (photo opportunities, QR codes, exclusive offers for followers)
- Analytics & Optimization: Implemented comprehensive tracking systems to measure social media impact on store visits and sales
- Content Optimization: Refined content strategy based on performance data, doubling down on high-performing formats and themes
Results & Analysis
Increase in Engagement
Growth in Followers
Increase in Store Visits
Increase in Revenue
The implementation of our strategy led to significant improvements across all key performance indicators:
Performance Breakdown by Platform
| Platform | Follower Growth | Engagement Rate | Reach Increase |
|---|---|---|---|
| 210% | 4.2% | 245% | |
| 120% | 2.8% | 165% | |
| TikTok | 320% | 5.7% | 380% |
Content Performance Analysis
| Content Pillar | Engagement Rate | Reach | Conversion Impact |
|---|---|---|---|
| Culinary Expertise | 3.8% | High | Medium |
| Behind-the-Scenes | 4.5% | Medium | High |
| Customer Experience | 3.2% | Medium | Very High |
| Lifestyle & Culture | 5.1% | High | Medium |
Key Success Factors
- Consistent Brand Identity: The development of a clear brand voice and visual identity created a cohesive and recognizable presence across all platforms, increasing brand recall and recognition.
- Strategic Content Mix: Balancing promotional content with storytelling, educational content, and user-generated content kept the audience engaged while showcasing the brand's unique offerings.
- Influencer Collaborations: Partnerships with local influencers significantly expanded reach to new audiences and provided authentic third-party endorsements.
- Community Management: Responsive and engaging community management turned followers into brand advocates and created a positive feedback loop of engagement.
"Working with Mindoxa has completely transformed our social media presence and business results. Before their involvement, our social media was an afterthought. Now, it's one of our primary customer acquisition channels. Their strategic approach, creativity, and data-driven optimization have not only increased our online following but directly impacted our bottom line. We've seen a significant increase in first-time visitors who mention they discovered us through Instagram or TikTok."
Ahmed Al Mansouri
Marketing Manager, F&B Brand
Conclusion & Ongoing Strategy
The transformation of the client's social media presence demonstrates the power of a strategic, consistent approach to social media management. By addressing fundamental issues in brand identity, content strategy, community management, and measurement, we were able to exceed the client's objectives and create a sustainable social media ecosystem that continues to drive business results.
Following the success of the initial six-month engagement, the client has retained Mindoxa for ongoing social media management with an expanded scope:
- Development of a loyalty program integrated with social media
- Expansion into emerging platforms like Pinterest and LinkedIn
- Creation of a content studio for more sophisticated video production
- Implementation of social commerce capabilities
- Integration of social media strategy with email marketing and SMS campaigns
This case study highlights the importance of treating social media as a strategic business channel rather than just a marketing afterthought. By combining creative content with strategic planning and data-driven optimization, Mindoxa was able to deliver exceptional results that directly impacted the client's bottom line.