La Tartine Patisserie, a bakery bringing a slice of France to Lagos, Nigeria, embarked on a mission to enhance its online presence, particularly on Instagram, to grow its community and increase sales. This case study examines the strategies implemented over a year and the subsequent growth achieved in the bakery’s social media footprint and sales.
- To increase La Tartine Patisserie’s visibility and community engagement on Instagram.
- To boost sales through enhanced social media presence and customer engagement.
- Content Enhancement: Upgraded the visual content quality to better showcase the bakery’s offerings.
- Engagement-Focused Content: Provided useful content like tips and tricks for enjoying and ordering bakery items.
- Community Growth: Aimed to build a strong community presence on Instagram, focusing on customer interests and engagement.
From November 2022 to November 2023, La Tartine Patisserie rolled out a content strategy that emphasized high-quality imagery and helpful information, aiming to increase the followers’ engagement and convert this into increased sales.
- Community Growth: Instagram followers grew by 1,549, reaching a total of 3,485 followers.
- Increased Visibility: Facebook page likes increased by 773, resulting in a total of 3,010 likes.
- Sales Growth: The enhanced social media presence and engagement-focused content contributed to an increase in sales.
- Social Media Aesthetics: The improved look and feel of the posts contributed to a more cohesive and appealing brand image.
- Engagement Trends: The provided images and statistics show a significant rise in reach and engagement, particularly on Instagram.
- Demographic Analysis: Majority female audience on Instagram, with the most significant age group being 18-24, indicating a younger, engaged demographic.
- Geographic Reach: Predominantly Lagos-based audience, with notable followings in other Nigerian cities and international locations.