About The Project
Shaad-E-Bangla, a restaurant serving authentic Bengali cuisine, aimed for rising footfall, online orders, and multiplied catering bookings across Southern Ontario. Leveraging the latent loyalty towards Bengali cuisine and delicacies, Viacon assured the development of a loyal online community, high emotional resonance, and substantial brand authority build-up across Facebook and Instagram mainly.
Key Challenges
- Nascent Brand in the Bengali food culture, with no virtual brand presence.
- Highly Oligopolistic market, with Dhaka Kitchen and Little Bangladesh restaurant enjoying high customer loyalty in Canada.
- No nice community targeting strategy for social media.
- No background or storytelling approach around dishes to create emotional resonance.
Our Process
Ideation
01
Viacon’s team highlighted the growth impediments and proposed a roadmap for digital brand building:
- Higher Impressions on FB and Insta
- At least 300 link clicks in 1 month
- A threshold of 150 follows, and 1500 visits/ month
Design
02
The Campaign was planned, resources were allocated, and the project was launched:
- The prime target- rope in more Views
- Sharp rise in “Reach”
- 100% content interaction and more clicks
KPI Monitoring
03
Monthly surveillance of key metrics, handling posts, reactions, comments, and social shares:
- Reacting or replying to interactions within 24 hours
- Ensuring 200% social shares
Onboarding
04
The Shaad-e-Bangla team meets Viacon’s SMM team, urging a quick revamp of their social media portfolio:
- 5X digital footfall
- Storytelling around brand, products, and aesthetics
- Community Building
Competitor Analysis
We explored competitor websites, observed their social media strategies and online brand health. The analysis revealed the top competitors of Shaad-e-Bangla are:
- Dhaka Kitchen
- ADDA Bengali Kitchen & Catering
- Little Bangladesh Restaurant
- Ruposhi Bangla
USER PERSONAS
User personas allow us to depict the pain points and goals of our target customers. As we understand them, we can create fitting products/services for them.
Liton Seikh
Marketing Executive
PAIN POINTS:
- • Struggles to find authentic Bengali cuisine options for corporate catering.
- • Limited awareness of regional Bengali dishes among younger audiences.
- • Difficulty in aligning traditional food with modern marketing formats.
USER GOALS:
- • Partner with a Bengali restaurant brand for recurring corporate orders.
- • Promote lesser-known Bengali dishes through influencer campaigns.
- • Create a seasonal food festival around Bengali cuisine in urban hubs.
Moumita Roy
Lifestyle Vlogger & Food Critic
PAIN POINTS:
- • No budget restaurant offering rich taste & authentic Bengali cuisine.
- • No BTS coverage on the backstories of Bengali Food.
- • Inconsistent service quality and variable prices
USER GOALS:
- • Collaborate with Bengali restaurants for content creation and reviews.
- • Curate a blog series on Bengali culinary heritage with restaurant tie-ins.
- • Build a food trail map featuring Shaad-E-Bangla and similar brands.
Technology Stack
- Meta Insights
- Bitly
- Facebook Ads Manager
- Instagram promotions
- Meta Inbox Automation
- SEMrush
- Power BI
- Tableau
Results
150
New followers on each platform, on average
58,911
Instagram Views in 30 days
67,495
Facebook Views in 30 days
100%
FB and Instagram link clicks
