ChefOnline – Social Media Case Study
Industry: FoodTech / Restaurant Aggregator
Website: https://www.chefonline.com
Platform Focus: Facebook, Instagram, LinkedIn, Pinterest
Audience Type: B2C + B2B (Restaurant owners & end customers)
Project Duration: 2 years
Client Overview
SMM Case Study Summary
Problems Identified
- Unoptimized Page: Social profiles were not properly set up or aligned with branding best practices.
- Lack of Content Variation: Content types were repetitive, failing to maintain audience interest.
- Poor Creative Quality: Creatives and Visual assets lacked quality, consistency, and engagement value.
- Unstrategic, Infrequent Posts: Posts were irregular and lacked a clear, audience-focused strategy.
- Low Visibility: Weak hashtag use and no activity in relevant social communities limited reach.
- Poor User Engagement: Audiences were not interacting with posts due to irrelevant or dull content.
- No Social Authority: The brand lacked visibility and ranking signals across social platforms.
Our Strategic SMM Work Process
Business-Centric Strategy: We begin by understanding your goals, audience, and competitive landscape to tailor a strategy aligned with your business objectives.
Profile Optimization & Planning: We audit existing profiles, optimize or create new ones, identify content gaps, and develop a detailed content calendar.
Content Creation & Design: Our team crafts engaging, platform-specific posts with custom visuals designed to captivate and convert your target audience.
Publishing & Community Engagement: We schedule posts across platforms, share in relevant groups, engage with audience queries, and build strong community relationships.
Influencer Collaboration & Reporting: We partner with niche influencers, drive targeted traffic, and deliver transparent performance reports with ongoing improvement plans.
Provide Performance Reports & Improvements
This work process ensured every campaign decision was data-driven, audience-aligned, and result-focused.
Key Challenges
- Dual Messaging Complexity: Needed to simultaneously attract foodies and restaurant owners without confusing the brand voice.
- Budget Constraints: Limited room for video shoots or large-scale production.
- Market Skepticism: Many restaurant owners were wary of aggregator platforms due to past negative experiences.
Implementation
- Created branded content templates for different formats (carousels, testimonials, infographics, reels).
- B2B: Educational posts (how-to’s, success stories, platform benefits).
- B2C: Relatable content, seasonal food trends, user-driven stories.
- Joined relevant Facebook groups for UK restaurants and foodies.
- Shared content in public groups and replied to comments and DMs.
- Weekly AMA sessions and polls to humanize the brand voice.
- Partnered with 3 UK-based micro food influencers to share ChefOnline’s features and experiences.
The Result
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