food.social
Eating is not only a basic need but also a pleasure. Eating our favourite dishes and discovering new cuisines makes us all happy in life, it brings us joy and gives us a sense of security. Communicating and making daily connection with people is also vital to our existence. Friends, family, colleagues, clients and travellers all have something in common: we all are connected through food. Sharing a meal might seem normal but it’s actually an important essence of life.
food.social is a new disruptive social platform for foodies, connecting people through food and culture while removing traditional boundaries and competition. It’s a unique mobile app & site for booking meals with local hosts, aspiring chefs and restaurants with just a few clicks. It’s a fantastic way to share your creative culinary experiences, socialize, meet new people while earning money.
food.social’s simple and effective business model can reach millions, while presenting cost effective tasting and product trial opportunities to the most accurate target audiences, with almost free social media exposure.
Prspctv’s was asked to develop and deliver brand guidelines by food.social to establish consistency across different platforms. food.social was looking to re-brand their logo, colour, brand message and media assets to fit in with their customer base. Along with brand guidelines, food.social wanted Prspctv to manage and grow their social media platforms.
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Our primary objective was to give food.social a new and fresh look which the target audience can identify with. The brief was to ensure that we connect food and social element of the brand name and concept as it should be able to translate the message into the digital age in first look.
We evolved the brand to feel modern and relevant, but still rooted in its rich and young heritage. We designed a new visual language that could live within the app, website and reestablishing food.social as the trusted name in social culinary experiences.
Our first step was to understand the business model and James’s vision with food.social. While working with James on re-branding, we learned on how he came with the idea for food.social and his passion towards start-ups and technology and we wanted to translate the same with new branding. we conducted research and focus groups with people from within industry to be able to translate the emotions of happiness and joy within the brand identity.
After working on several ideas and finalizing the Identity, we created the brand guidelines which included where and how the logo should be used, composition, anatomy, colours and typography, some examples of how it can work on bill boards, social media and print.
Social media is an integral part of any brand and a way to speak directly with customers. We created a social media strategy that engages with existing customers and attracts new customers through Instagram, Facebook and LinkedIn. As part of social media management, we were responsible of managing their social media accounts which included strategy, generating all creative assets and posting regularly on their social media channels. After content plan, we focused on improving the user engagement & interaction by responding to comments and questions through social media channels and sharing user generated content via repost and offering the content creators free coffee. Along with user generated content, we started to engage with micro and macro influencers and local businesses through social media channels by liking, commenting and sharing their posts and building a conversation.
Once we improved the engagement, we started analyzing the customer demographics, user intent and competitors to segment a audience of ideal customers. We used this audience and created a lookalike audience and targeted both these audiences through paid campaigns to increase bookings to the platform and increase look alike customer base.
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- Increased Engagement from 40 per post to 500+ per post
- Increased followers from 159 to 6500+ in 6 months
- Optimized social media profiles
- Better grid/post images
We’re a team of dreamers and doers united by a simple idea: If we make a difference for your customers we will make a difference for your business too.