All Things Delicious

Conscious about

Social Impact

Industry

F&B

Scope

Social Media Management, Content Creation, Social-First Campaigns, Community Management & Outreach

The problem

Established in 2013, All Things Delicious started as an online store and since then has made itself as one of the must-visit cafés in the vibrant Kampung Gelam neighbourhood. Their main ethos is to brighten people's day-- to deliver that warm, fuzzy feeling when you open a box of handmade pastries or when you enjoy a delicious, nourishing meal. In the past 8 years of business, they have grown a good amount of their Instagram following however, as the business grows, they wanted to build a strong and engaged community out of their follower count.

The solution

Building a community meant we wanted our followers to feel like they are part of All Things Delicious' journey whether as a brand advocate, a customer, a spectator and even as a team member. We had to dive deep into the brand's philosophy and values as well as understand their target market's interest and behaviours to identify what topics or sentiments strike a chord. Ultimately, we wanted to connect with the people by showing different types of stories across different angles told in an authentic and relatable way.

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see on instagram

The results

The three key stories that we focused on are:

the love and passion that Team Delicious has in what they do by consistently showing what they do behind the scenes which is the top most engaging type of content across Instagram and Facebook,
the precious and unforgettable memories that people create every time they visit the café or enjoy something they ordered online aka #ATDMoments which allowed 1 post to garner over 120 personal stories from their customers, and
the excitement and memories that each photo/video brings to their customers which makes them want to come back and relive the times when they enjoyed a specific treat or dish.

These resulted to an overall increase in reach, engagement, follower count and lead generation but ultimately, it reaffirmed All Things Delicious' WHY on social media.

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Key statistics and milestones

+73%

ERI

+16.5%

Instagram Followers

63%

CTR (lnk.bio)

+359.5%

FB/IG Shop visits

one of the first few brands in Singapore to use Reels less than a week after it was released in Singapore

hit the

20k

follower mark on Instagram

Campaigns initiated

#ATDGoesPink for Breast Cancer Awareness Month 2021

#ATDGingerbreadVillage for Christmas 2021

Instagram walking tours of Kampung Gelam and Little India for National Day 2021, Deepavali 2021, and Hari Raya 2022.