Introduction & Context:
Valhalla Coffee Shop, an artisanal café based in Casablanca, Morocco, is renowned for its premium coffee blends and Nordic-inspired ambiance. Despite its unique offerings and a loyal local customer base, the café struggled to expand its reach and drive consistent online engagement.
Initial Challenges:
– Low Social Media Engagement: Instagram and Facebook posts had low visibility, limiting customer interaction.
– Inconsistent Foot Traffic: The café relied heavily on word-of-mouth marketing, leading to unpredictable in-store visits.
– Underutilized Digital Advertising: Paid campaigns were ineffective, resulting in high costs with minimal returns.
The Challenge (Pain Point & Problem Statement):
Primary Issues:
1. Weak Social Media Presence: Organic reach and engagement rates were significantly lower than industry benchmarks.
2. Unstructured Content Strategy: Posts lacked consistency and did not align with customer preferences.
3. High Cost-Per-Engagement on Paid Ads: Previous advertising attempts yielded a high cost per engagement, making campaigns unsustainable.
Quantifiable Data:
– Instagram Engagement Rate: 1.2% (industry average: 3.5%).
– Average Monthly Foot Traffic: 1,200 customers.
– Online Orders Per Month: 85.
– Cost-Per-Engagement on Paid Ads: $1.45.
Category
SMM
Clients
Valhalla Coffee Shop
Location
Casablanca, Morocco
Led & Executed by:
Mohamed Chourouki
The Strategy & Execution (Step-by-Step Breakdown of Actions Taken):
To position Valhalla Coffee Shop as Casablanca’s go-to café, a comprehensive Social Media Marketing (SMM) strategy was implemented.
Phase 1: Social Media Revamp & Content Optimization
– Developed a structured content calendar focusing on storytelling, user-generated content, and product highlights.
– Introduced visually appealing Reels and Stories to showcase behind-the-scenes coffee-making and customer experiences.
Phase 2: Influencer Marketing & Community Engagement
– Partnered with 15 local micro-influencers (5K-50K followers) in the food and lifestyle niche.
– Hosted a “Coffee Culture Challenge” with influencers encouraging followers to share their Valhalla experience.
Phase 3: Paid Advertising & Retargeting
– Launched targeted Facebook and Instagram ads to reach coffee enthusiasts within Casablanca.
– Implemented retargeting campaigns focusing on users who engaged with influencer content but had not visited the café.
Phase 4: Customer Interaction & Engagement Boost
– Created a branded hashtag (#ValhallaBrew) to encourage user-generated content.
– Initiated weekly Q&A sessions and interactive Instagram polls to boost engagement.
The Challenges & Roadblocks:
1. Influencer Drop-Off: Some influencers underperformed in terms of engagement.
– Solution: Focused on high-performing influencers and adjusted collaborations accordingly.
2. Meta Ad Rejections: Initial ads faced compliance issues.
– Solution: Modified messaging to align with platform policies and optimized ad creatives.
3. Seasonal Sales Fluctuations: Customer turnout was inconsistent during warmer months.
– Solution: Introduced iced coffee promotions and summer-exclusive beverages.
The Results & Impact (Before vs. After Data Comparison):
Key Performance Indicators:
– Instagram Engagement Rate:
– Before: 1.2%
– After: 4.8% (+320%)
– Foot Traffic (Monthly):
– Before: 1,200 visitors
– After: 2,700 visitors (+125%)
– Online Orders (Monthly):
– Before: 85 orders
– After: 210 orders (+147%)
– Cost-Per-Engagement (Ads):
– Before: $1.45
– After: $0.38 (-74%)
– Influencer-Driven Sales:
– Before: N/A
– After: $7,800 revenue (New ROI Channel)
– ROAS on Retargeting Ads:
– Before: 0.9x
– After: 2.7x (+200%)
Key Takeaways & Lessons Learned:
1. Authentic Micro-Influencer Content Drives ROI: Influencer-led storytelling was more effective than traditional ads.
2. Retargeting Warm Audiences Converts: Visitors who engaged with influencer content were 3x more likely to visit in-store.
3. Interactive Content Boosts Engagement: Instagram polls and Q&As improved customer interaction and brand recall.
4. Seasonal Campaigns Maintain Consistency: Tailoring offers to seasonality helped stabilize foot traffic throughout the year.
Conclusion & Final Thoughts:
By leveraging an effective Social Media Marketing strategy, Valhalla Coffee Shop successfully increased its engagement, foot traffic, and online orders.
Scalability Potential:
– Expand influencer collaborations beyond Casablanca to attract tourists.
– Develop a loyalty program for repeat customers.
– Introduce TikTok content to capture a younger audience.
This case study highlights how an optimized social media approach can drive tangible business growth for a local café.
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