Whipping up a delicious affair

Serialized Content Creation
YouTube Channel Management
Experiential Marketing

Challenge

Dlecta Foods, an established player in the market with presence in 120+ cities, was experiencing stagnant growth on the most explosive channel for the category; their YouTube views and subscribers were not delivering RoI. This was impacting their larger marketing goal – breaking barriers around consumer perception towards their premium quality cheeses for everyday/frequent cooking.

See Impact

Crafting intentional consumption

We crafted a content strategy aligned to consumer behaviour, digital and otherwise. A major breakthrough, rooted in behavioural insights, was the introduction of a host to drive relationship-based content consumption over need-based or binge watching. This elevated the serialized content from effective brand content to episodic storytelling that resonated with discerning consumers.

Establishing the expert narrative

The mandate for end-to-end channel management saw us optimizing traffic from across platforms. At the centre of it was long-form content, targeted at high-value search terms, with a long shelf life. Other core routes involved short-form content and platform-native formats for engagement and trend jacking. Beyond digital content channels, we leveraged experiential marketing avenues and activations; we ensured ‘the D’lecta cheese experience’ showed up at critical touchpoints. Right from exhibitions to quick commerce media, and from on-ground branding to international packaging, we did it all with a singular goal – transform social content consumption and establish the brand as a premium cheese expert.

“There is a fine line between brand content that audiences happen to consume and brand content that consumers dig. And achieving this sweet spot is critical for marketers who believe in full-funnel marketing. Since premium cheese enthusiasts and gourmands are driven by passion and nuanced expertise, our focus was to build an ecosystem that reflected, rather elevated their experience of the same. Be it creator collaborations or a narrative rooted in anecdotal storytelling, each aspect of our strategy was rooted in bringing alive such experience consistently.”