How did persistence and a good content marketing strategy help Nedelya bakeries reap sweet and organic results?

1. The Client

Nedelya cafes and bakeries are one of the best-known pastry chains in the country, with a history spanning 30 years. The chain gained its popularity thanks to its wide variety of handmade cakes, prepared with high-quality products and attention to detail. Many of their iconic cakes, including White Sunday, Fruit Pie, and Red Velvet, have become symbols of love and shared moments with loved ones.

Today, the bakeries constantly diversify their menu to provide the best possible pastry experience for their customers. In addition, they offer special custom-made cakes that reflect individual preferences. Our paths crossed 5 years ago, and since then, we have been building the brand’s digital and very sweet presence across various channels together.

2. The Assignment

The appearance of a new cake from Nedelya bakeries is always associated with a sense of excitement. This means that we have the honor of presenting the news in a way that aligns with the brand and excites the audience, to awaken their curiosity and desire to try the latest addition to the chain’s assortment.

The client wanted us to create the necessary awareness around the new Black Velvet cake, promote it, and establish it in the consumer’s mind. In this way, we had to provide the necessary incentive for customers to visit the stores and enjoy the latest sweet offering.

3. Our Approach/Our Common Steps

As we know, all good things in life take time (including the preparation of an irresistible chocolate cake). To generate excellent results on Nedelya bakeries’ pages, we had a detailed content marketing strategy that has been implemented for years.

Part of it was creating engaging content on a monthly basis, which helped us build a connection with our audience and provoke them to be active through reactions, comments, and shares. That’s why they now engage very strongly with our product content as well.

But let’s get back to the topic! In the process of creating a post to announce our new sweet temptation, we encountered a few small stones. However, they turned into the necessary stops on the road to success.

The client knew what they wanted – a publication that would put the product in the spotlight. We, on the other hand, wanted to show a pinch… well, a whole cup of imagination! Although initially we didn’t have unanimity regarding the vision, due to different ideas from both sides, our long-standing partnership and working together helped us easily find a solution in the middle, and that’s where the final result appeared. Both sides clearly set the framework we needed to fit into – a clean visual that emphasizes the fact that there’s a new offering in the bakeries’ assortment, and it’s a magnificent chocolate cake. Well, we couldn’t help but include our personal Xplora approach, which allows us to make things more colorful.

We love to do everything properly from start to finish. So first, we captured the sweetness of the cake with beautiful culinary photography. Then we looked for colorful and fresh color combinations suitable for the product. We wanted to put the emphasis on the sweet cake.

And that’s how the visual of the publication was born, in which the new Black Velvet cake takes a central and main place in the composition, and the yellow background helps us focus on it. In addition, the yellow color evokes a sense of joy and sunny mood, which everyone expects during the spring season.

The copywriting, as always, also played its key role. The text in the description above the image perfectly complements the communication message we want to convey and thus motivate users to taste the new sweet addition to the bakery’s menu:

“Our new offering is now a fact! 🥳 Black Velvet Cake is a true chocolate bliss. Immerse yourself in this pleasure of chocolate, cocoa, and hazelnut cream. 🤎🍫”

4. Results

4.1. Organic

The results didn’t take long to come. In a matter of hours, the post reached over 75,000 users and generated over 750 reactions, 18 comments, and 39 shares entirely at an organic level on Facebook. What does this show us?
We have a loyal and engaged audience that is interested in our content.
We have built a connection with users, thanks to regular content publishing.
What we create in the brand’s profiles resonates with the audience and brings them added value, which in turn helps us build the right communication between both sides.
The content we create is engaging, corresponds to the brand’s image, and engages users, allowing us to build increasingly quality communication.

4.2. Paid

Before moving on to sponsoring the post, we waited for some time to generate these high organic values. This is not a one-time approach, but a tactic, part of our successful advertising strategy that helps us achieve our goals, both at organic and paid levels.

Using the right sponsorship tools and targeting the right audiences, we were able to take advantage of the already widely popular post. Ultimately, the paid results on Facebook were also excellent: over 46,000 unique users reached and over 156,000 impressions generated, over 3,700 reactions, 53 comments, and 103 shares. The post was sponsored with 120 euros.

The success we reaped is due to regular publishing of quality content and our good content marketing strategy, and not least – the strength of the brand. Especially considering how difficult it becomes to generate high organic results in Meta channels. Our post for the new Black Velvet cake is proof that persistence, hard work, and continuous creation of quality content pay off in the sweetest way possible.

5. In Conclusion

The specifics of Nedelya bakeries allow us to think outside the box and experiment with the content we create continuously. A slice of our favorite cake and a cup of hot coffee is all we need to get the necessary sweet inspiration to do what we do best – create the right content.