Increasing Engagement by 80% and Reducing Costs with UGC

Challenge

Operating in a competitive industry, Marinado Kitchen aimed to distinguish itself by highlighting the quality and freshness of its menu. The primary objective was to boost online engagement and reach while optimising marketing expenditures and as a result increase online orders through the Foody, Wolt and Bolt apps.

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Solution

Our creative approach was divided into two phases:

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1. January to June: Utilising existing content
   
   • Creating posts to showcase Marinado Kitchen’s diverse menu and premium ingredients through existing content and designs following the brands guidelines.
   • Sharing content across Meta platforms to reach food enthusiasts and potential customers through paid activities.
2. July to December: Transition to UGC
   
   • Creating CGC with creators specialising in food content to better showcase how the food is prepared and the fresh ingredients, tapping on video trends to improve visibility and engagement. This content was then featured on Marinado’s social channels and promoted across Meta through paid activities.
   • Collaborating with UGC creators to share their experience in their own style and shared on their channels, primarily on TikTok, to build trust and community engagement.

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Key Results

The shift from static content to UGC led to vast improvements in our KPIs in 2024, when comparing the two 6 month periods:

• 80% increase in post engagement
• 9% increase in paid reach
• 69% decrease in budget spent
• 14% increase in social media followers
• 56% Increase in traffic to 'Order Now' page

By embracing UGC, Marinado Kitchen not only amplified its social media presence but also built an engaging community while significantly reducing costs. This showcases the impact of leveraging customer-driven content to achieve marketing success.