DNA Chocolatar
Research, UX Methodologies, Re-Branding, Design, Content Creation, and Data Analysis.
How can you apply UX & CX Methodologies and Strategies on social media and rebranding? This case is about this.
The Problem
DNA Chocolatar is a sustainable national food representative who underwent some business changes. It started as a chocolate store until it achieved its current place; because of all those changes, the company name, brand, and social communication needed to change to adapt to its new business model. So how do they stand out while rebranding and win more market share?
Objective
Create a new brand image and voice without losing current customers and followers while attaining new market opportunities, both new products for portfolio and customers.
Approach
Business goals alignment
Social platforms audit
Review Analytics
Competitors analysis
Visual design and branding
Social media content design and creation
Strategic Plan
Solution Process
Due to the non-disclosure agreement, limited information can be provided.
Brand Goals Alignment & Social Media Audit
The project started with a complete analysis of the brand's business objectives. We discussed and reviewed the brand's mission, values, vision, dreams and goals with the founders and stakeholders. With this knowledge in mind, I started to analyse the brand's social channels to evaluate what was aligned with the brand's values. I also analysed data to understand how the social media were performing.
Competitors Analysis
Gathered valuable insights into what works in the industry, some areas to improve, which platforms they use, competitor activity, and other investigations and comparisons to help make necessary adjustments and formulate the strategy.
Brand & Design Workshop
The most important finding was that the target demographic had changed, and the current brand, communication, and visual guidelines hadn't changed to suit the new needs and market. So together with the founders, we decided to reach new heights, giving an excellent opportunity to strengthen the company's online presence. I designed a new logo, presentation decks, pitch decks, and business cards among all the business visual toolkits. I also created a unique voice and communication strategy.
New brand’s logo
Instagram profile before and after rebranding.
Instagram posts before and after the new communication strategy.
Creation of product portfolio and brand presentation.
Social Media Management
Plan and adopt new online strategies. I was responsible for introducing a social media management platform, developing spreadsheets of content schedules, manage and measuring results and data. Another area that I worked with was the design, creation and communication of the brand.
Sample of social media strategy and management template.
Tracking performance and measurement of implementations and strategies. Before and after new approach.
Launch success
Increased social media engagement significantly by increasing Facebook and Instagram likes by 173%.
Increased
Opportunities
13 new businesses and partnerships in 2 months
Growth
Growing Instagram followers from 500 to 1600 in 1 month.
Constantly engaging with new followers becomes a great source of information, news and curiosities around the theme. Also, diverse invitations to expositions, events and markets.