This is a case study showcasing the integration of TikTok into the digital marketing strategy of Crepaland by the Astralón team, along with the enhancement of Instagram and other social media platforms.

The Astralón Digital Agency undertook the development and evaluation of  Crepaland’s digital communication plan. The thorough analysis provided a more clear description of the competitive landscape, market opportunities and weaknesses, the selection of appropriate social media platforms, the enhancement of existing ones, and the vital need to engage with a younger audience. Simultaneously, the agency crafted innovative content and digital campaigns, particularly focusing on TikTok.

Our objectives, which guided the selection of channels, content themes, visual aesthetics, and overall messaging, were; the augmentation of brand recognition and engagement, increase of user interaction, encouraging content creation from Crepaland’s team, attracting B2B and B2C customers.

A noteworthy outcome was the substantial growth in organic reach and in registered users, and the heightened interest in both products and investment opportunities.

@crepaland Crepaland moments 💕 Μοιραστείτε την αγαπημένη σας γλυκιά απόλαυση! ✨ #CrepaLand #CrepaLandGreece #Creperie #Chocolate #Crepes #Cyprus #Greece ♬ original sound - Crepaland

The following section delves into a comprehensive analysis of this case study.

Location: Greece

Challenges:
To introduce Crepaland to the TikTok users
To create a community
To boost the brand’s awareness and get it noticed
 To produce content that we will capture viewers’ attention

Target – Audience:
Restaurant owners / potential investors/ new franchisees
Users 14 – 22 years old (buyers & desicion makers)

Actions:
 Competitors analysis, the current dynamics of TikTok in Greece, which has more than 3.5 million users (Naftemporiki, December 2023), the approach to Gen Z, as well as the communication of the astralón team with the TikTok team in Greece for the implementation of best practices in terms of content, showed that this platform is a significant opportunity Crepaland.
Crepaland identified the most popular menu choices throughout Greece, which also align with the company’s high-margin products.
In collaboration with director Kyriakos Nohoutidis, Crepaland created original content in the form of short videos lasting up to 30 seconds. This content is characterized by short slogans, upbeat music, and a modern aesthetic, which create a “so fresh, so good” effect to reflect the taste of Crepaland. The content was also completed by the astralón creative department, which added imaginative motion graphics. The project continued with the posting of the content and its promotion to TikTok’s demanding young audience.
And the goal of leveraging the large organic reach that characterizes TikTok was achieved! In less than 6 months, without influencers and with a lifetime budget of less than 1,000 euros, we recorded the following KPIs:

Elements of innovation:

  • Creation of content with pop aesthetics to convey the excitement, quality, and taste of Crepaland’s products to the new generation.
  • In addition to our business-to-consumer communication, campaigns tracking the completion of an interest form by restaurant employees/potential new investors were served.
  • Encouraging franchisee-generated content: We encouraged existing Crepaland franchise store partners to create content from their own daily work-life. Their active participation is important both for the social media presence and the success of the entire company.

The audience’s response increased organic results. Giveaways that gathered about 3,000 new registered users in the newsletter list, direct messages about the nearest store, interaction and sharing of content by followers, as well as increased traffic in stores were some of the results that the astralón team measured.

The interaction with the public and the younger generation that chooses our stores reveals to us that this was only the beginning! Analyzing all the reports and elements of the actions we are drawing up a new plan for the production of high quality content, addressed to all languages, genders and regions of Greece.

In addition to the TikTok channel and always based on the digital marketing plan, we have utilized every social media channel that has been selected, with the production of different material for each channel. The strengthening of the Instagram channel, with higher quality, more youthful and more frequent content, brought a corresponding increase of 20% in followers and reach in less than 6 months.

Links:
Crepaland TikTok
Estia Awards 2024

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