Bostani Chocolatier

The objective

Increase brand awareness and conversion rates with Eid offerings

Hailing from the heart of Belgium, Bostani Chocolatier crafts luxurious and irresistible chocolates. An unwavering passion for perfection combined with innovative techniques and state-of-the-art equipment create chocolates of the highest quality. They aim for each bite to create a magical experience leaving customers spellbound. 

Their devotion to chocolate quickly gained a loyal following in Belgium and France, and looking to broaden their horizons, the team set their sights on the Middle East. In 2007, the team built a production facility and showroom in the bustling city of Dammam, Saudi Arabia and now hove showrooms in cities like Jeddah, Riyadh, Tabuk, Khobar and Hofuf.

Bostani Chocolatier positions itself as more than just a company; it is a symbol of excellence, luxury, and enthusiasm. Since 2021 it’s been recognised as a national production house under the Made in Saudi Arabia program. This is a national initiative to market national goods and services locally and globally.

Pioneers in the chocolate sector, they provide clients with unique, personalised experiences. They were the first in the region to offer special branded corporate gifts made from their chocolates, and the first to offer chocolate engraving and customised boxes based on customer needs.

They were using their @bostani TikTok profile as a platform to communicate their passion for chocolate in a fun and engaging way. TikTok thrives on unique visually appealing content. So, the team focused on highlighting the beauty and intricacy of its chocolates through close-up shots and stop-motion animations. A match made in chocolate heaven.

The solution

Creating a campaign with chocolate content to boost conversions

To build on this success and increase brand awareness around their new range of Eid gourmet chocolate products, made especially for the Eid season, they decided to launch a TikTok campaign. This was to be their first campaign and it would be created and executed in-house.

The aim was to increase brand awareness among their target audience of young adults aged 18-35 to generate video views and engagement. This would drive traffic to the website and boost sales for their new line of products. Focused on Ramadan and Eid shopping, the seasonal campaign would run for three weeks in April.

To achieve these goals, the team deployed In-Feed Video Ads. To increase reach and engagement they'd use TikTok's targeting capabilities to reach the millennial demographic in Saudi Arabia and the Gulf region. The campaign would also run split tests to compare results and optimise performance.

Creative content was initially produced in-house and then by collaborating with well-known creators based on split test results and crafted to cater to the interests and behaviour of their target audience. 

Their deliberate approach was to stand out from the others and embody the brand identity and values. Content also used relatable locations and popular music trends to resonate with the target audience.

The results

Campaign creative content sends sales soaring

The campaign was a huge success. It resulted in a 15% increase in website traffic, a 20% increase in sales, and a 35% increase in TikTok followers. All attributed to the campaign.

TikTok helped Bostani achieve its marketing objectives in two key ways; The advertising solutions successfully reached the target demographic. This boosted traffic to their website. They also received insights and optimisation advice from their TikTok Point of Contact. This proved invaluable in increasing the campaign’s performance.

Advice to retarget with unique audiences and collect conversion data proved key to performance and conversion rates, as did using some of TikTok's unique features like the sound library and hashtags to produce better resonating content which helped boost interaction.

Success was more than performance metrics. The larger impact was the influence on brand recognition and cultural relevancy. The campaign saw a large rise in brand mentions and user-generated material relevant to the campaign.

The team saw the importance of developing content fitting the platform's style and tone to connect with its audience.  And they also saw the benefit of collaborating with well-known creators to help amplify a message and reach a larger audience.

Bostani Chocolatier has also observed an increase in consumer interactions and engagement. Better yet, the TikTok campaign generated increased footfall and sales.

Looking ahead, the team will continue experimenting with TikTok's ad solutions and expanding on the campaign's success.