- Company : Cafekado
- Date : 2018-2021
- Link : Cafekad.org
- Industry : E-commerce
Project Overview
This project aimed to strengthen the emotional connection between customers and the artists behind Cafe Kado’s handmade gifts. We crafted a storytelling-driven content strategy, featuring blogs, videos, and social media posts that highlighted the craftsmanship, values, and personal journeys of artisans. By transparently communicating production times and processes, we turned a potential delivery-time concern into a point of brand differentiation—positioning Cafe Kado as the destination for meaningful, one-of-a-kind gifts.
Challenge
Customer interviews and qualitative research revealed that handmade products were often compared to mass-produced items in terms of price and delivery time. Many customers were unaware of the intricate, time-consuming processes involved, which reduced perceived value and, in some cases, led to lower customer satisfaction and NPS scores. Without clear communication, production timelines(sometimes exceeding one week) were seen as operational inefficiencies rather than a reflection of the product’s uniqueness.
Approach & Strategy
- Transparency in communication: Labeled products with production times and explained the meaning behind each label in product descriptions.
- Story-driven content: Created blog posts, videos, and social media campaigns that told the stories of the artists, their processes, and the cultural or emotional significance of their work.
- Craftsmanship focus: Showcased unique production methods—such as hand-painted ceramics, glasswork from artisan kilns, and custom-sewn dolls—to educate customers on the artistry involved.
- Multi-channel execution: Collaborated with copywriters and video producers to ensure cohesive storytelling across the blog, Instagram, and other owned channels.
- Continuous engagement: Regularly updated content as new products and artists joined the platform, keeping the storytelling fresh and relevant.
Outcomes & Results
- +42% organic traffic to artist-story pages within 3 months of launch.
- +35% increase in average time on page, indicating higher engagement.
- +28% CTR from artist pages to related product listings.
- +15% higher conversion rate from visitors who engaged with artist stories.
- +50% boost in social media engagement on related posts.
- -30% reduction in negative feedback related to delivery times.
- +0.6 improvement in NPS score post-campaign.
Best Practices & Key Learnings
- Don’t rely on assumptions: Use interviews, especially with dissatisfied customers, alongside qualitative research and open-ended questions to truly understand audience needs.
- Acknowledge challenges openly: Accept pain points as real issues rather than ignoring them, building trust through transparency.
- Take proactive action: Address problems head-on; many challenges are easier to solve, or even turn into opportunities, than they initially appear.
-
Skills I Applied
- Content Creation (Blog, Video, Social Media)
- Storytelling & Brand Positioning
- Content Creation (Blog, Video, Social Media)
- Qualitative Research & Customer Interviews
- Stakeholder Collaboration
- Performance Analysis