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Vivid Cafe and Lounge

Vivid Café and Lounge, a small business in Hawthorn, Victoria, aimed to improve its social media presence, particularly on Instagram. The café sought to increase its audience, gain more followers, and drive more in-store traffic during brunch hours. However, challenges included inconsistent engagement, lack of a dedicated social media team, and competition from other local cafés with stronger online presences.

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Objective

The objective was to develop and implement an effective social media strategy using Instagram to enhance visibility and customer engagement. The approach involved analyzing strengths, weaknesses, opportunities, and threats (SWOT) to refine content strategies that could translate online interactions into foot traffic.

Social Media Strategy

The strategy focused on three key engagement techniques:

  1. Visualisation – Emphasized high-quality, aesthetically appealing content to align with Instagram’s visual nature.

  2. Engaging Content – Used audience interaction tactics such as hashtags, tagging, and user-generated content to boost customer involvement.

  3. Trendy Content – Leveraged viral Instagram sounds and trending content formats to increase post visibility and engagement.

To assess the impact, performance metrics were tracked before and after implementing the strategy. The campaign ran from September 26 to October 23, 2024.

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Result

The campaign significantly improved Vivid Café’s Instagram performance:

  • 2,252% increase in account reach

  • 339% rise in profile activity

  • 341% growth in profile visits

  • 97 new followers gained during the campaign period

  • Posts featuring trendy sounds and promotions (e.g., “Dubai chocolate” and “Crying Tiger” dish) ranked among the top-performing content

  • The café saw a notable increase in brunch-time customers, although Thai menu items remained more popular than brunch offerings.

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Reflection & Conclusion

The strategy successfully enhanced Instagram engagement and increased customer traffic. The study suggests that Vivid Café should further refine its content approach by focusing on:

  • More strategic menu promotions based on customer preferences

  • Consistent social media management

  • Potential collaborations with influencers and Meta ads for broader audience reach

  • Create more social media community activity

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