A Case Study: Flavourful Journey ​with Oranges and ​Olives"

From the Western part of Africa to the south of Asia and up to the far Northern ​hemisphere, The Flavourful Journey with Oranges and Olives is a collective effort ​of 4 individuals of 3 different descendants with one goal – Bringing the taste of ​Morrocan cuisines to Canadian homes.

SKILLS

Keyword Research, Market Research, Copywriting, Content Strategy, Campaign Management and Analytics, SEO, Project Management, Paid Media, Social Media Strategy, Client Presentation, Lead Generation, B2B and B2C Marketing

SOFTWARE

Meta, TikTok Business, Google Analytics, Google Ads, Canva, Google Ads Editor, Google Trends, Brandwatch, SEMRush

OVERVIEW

Oranges and Olives Marrakech Sweets and Savouries is a home-based bakery in Toronto dedicated to sharing authentic Moroccan culinary traditions with Canada. With a mission to preserve centuries-old recipes and use the finest ingredients and a vision to be a culinary bridge between cultures, by bringing Marrakech’s flavours to Canadian homes, this family-run business (Two sisters and their mother) aims to become a leading provider of Moroccan baked goods and catering services in the GTA market.

As the content strategist and project lead for this project, I was responsible for the content creative direction and played a key role in developing the content strategy for each social media post. My tasks included managing the project timeline, regular updates and check-ins with the team members, and ensuring deliverables were met. I brought my research and campaign management skills to the project and was responsible for researching and identifying keywords relevant to the campaign which focused on conversions and engagements.

CHALLENGES

Digital Content Strategy: To maintain and grow digital ​engagement, we recognized the need to develop and ​provide training resources for creating captivating ​content on social media platforms, tailored to the ​client’s brand voice and audience interests.

Paid Campaign: To bring the taste of Morrocco to ​Canadian homes, we identified the need to create ​brand awareness and increase lead generation ​through paid campaigns for oranges and Olives.

Where they are:

STRATEGIC APPROACH

To address these challenges, the following strategies were implemented;

  • Developing a digital content strategy to raise awareness about Oranges and Olives Marrakech Sweets and Savouries.
  • Creating captivating content on social media platforms such as food recipes, and tutorial videos.
  • Researching and gaining insights into the Canadian Bakery Industry and consumer preferences.
  • Collaborate with local businesses to supply Moroccan cuisine and enhance visibility.

DIGITAL CONTENT STRATEGY

Coming up with the perfect content strategy that’ll set  ​Amal, our client up for success is a very tricky one as ​we’ve identified her capabilities and resources as a ​small business.

This made us utilize platforms like Canva to come up with ​templates that she can easily customize herself in the ​future.

In addition, we provided her with resources and guides on ​how to take the best photographs and videos of her ​products

PAID CAMPAIGNS

This is a paid campaign that was run through different major platforms: Meta, ​TikTok, and Google.

  • As a project funded by our program, the budget to be shared across each ​platform has been pre-determined.
  • $600 to be shared across Meta and Google Ads, and
  • $800 to be spent on Tiktok.
  • Upon starting our campaign, we needed an approach that would create a ​mouth-watering experience even through a screen and speak directly to most of ​their audience. This led us to leverage the Ramadan period.
  • In as much as we tried to leverage Ramadan, we also needed diverse content ​that could give us further insights into our audience.

THE CAMPAIGN AD ASSETS

IMPACTS AND RESULTS

  • Users on the website increased by 1900%.
  • New visitors to the brand website increased by 1700%.
  • 13 worth over $4500 direct successful sales linked to the Digital Ad Campaign.

IMPACT

We successfully increased online visibility and engagement, achieving our ​goal of driving meaningful interactions. The evidence of success is ​demonstrated by:

  • A significant increase in website traffic
  • Conversion metrics such as website scrolls, item view, add to cart and checkout surpassed the previous period by over 500
  • Heightened user engagement with product exploration

 

Challenges Identified:
Despite the positive traction, the campaign unearthed areas for potential ​optimization, specifically:

A notable drop-off at the checkout phase indicates a user experience ​challenge that could be impeding final transactions. Potential opportunity with a considerable number of visitors coming ​from beyond the initial target area of the Greater Toronto Area.

Opportunities for Growth:
The campaign’s reach into new geographical areas presents an exciting ​opportunity for expansion. By: Refining website copy to appeal to a ​broader audience, Oranges & Olives could leverage this newfound ​interest to extend their market reach.

Direct Impact:
We were able to achieve direct sales attributed to the campaign, this ​showcases the potential for growth and ROI.

Strategic Challenges

Although there were positive results from the campaign, there were some challenges faced:

  • A notable drop-off at the checkout phase indicates a user experience issue, leading to a reduction in conversions.
  • A considerable number of website visitors come from beyond the initial target area of the Greater Toronto Area.

Strategic Solutions

The campaign’s reach in attracting visitors from beyond the Greater Toronto Area now provides an opportunity for expansion;

  • Refining website copy to resonate with a broader audience and tailoring the brand’s message to appeal to diverse markets.
  • Orange & Olives leveraging this newfound interest to extend their market reach and potentially establish new locations