How Bajawa Became
the Go-To Cafe
with a Viral NTT Concept
Industry
Hospitality & Events
Client Since
September 2021
Objective
Expand social media presence and execute successful events for brand growth.
When David and Frans, experienced businessmen, approached us with the idea of creating a unique coffee house, their initial vision was centered around using the business to support malnourished children in NTT (East Nusa Tenggara). While this noble cause was commendable, we advised them to build a strong primary brand concept rather than relying solely on charitable messaging.
The challenge was to:
- Build a cohesive brand that captured the natural beauty and culture of NTT.
- Establish a captivating social media presence.
- Plan and execute grand opening events.
- Manage the logistics of scaling from one location to multiple branches.
Their initial Instagram presence was modest, with:
- Followers : 1,421
Our Strategy
Brand Development
- Collaborated to create the concept of Kopi Bajawa, a coffee house where customers could experience the vibe of NTT through:
- Murals inspired by NTT’s natural beauty.
- Patterns and motifs from traditional woven fabrics used as decor.
- A map of NTT featured prominently in the cafe design.
- Designed the logo, brand guidelines, menu book, and all marketing materials.
- Registered intellectual property rights (HAKI) and set up a robust POS system.
Social Media Growth
- Curated high-quality, engaging content tailored to Bajawa’s unique brand identity.
- Invited key opinion leaders (KOLs) to amplify the launch and create buzz.
- Leveraged targeted ads to boost visibility and drive follower growth.
Event Management
- Organized grand opening events for the Tebet location, followed by new branches in Bintaro and Depok within six months.
- Managed logistics, including:
- Ticket sales for events.
- Regulatory approvals.
- Coordination with local authorities for crowd control.
- Launched a viral giveaway campaign to engage the audience and generate excitement.
Iterative Growth Strategy
- Conducted real-time assessments and refined strategies for consistent success as the brand expanded.
The Result
July 2022
By the end of our collaboration:
- Social Media Growth: Followers increased from 1,421 to 18,767.
- Event Success: The grand opening events gathered a total crowd of 350 attendees, making the first grand opening a full house even during the challenging COVID-19 era.
Brand Expansion: Kopi Bajawa scaled from a single location in Tebet to additional branches in Bintaro and Depok within six months.
Why This Was a Success
Authentic Branding
By incorporating the cultural richness and natural beauty of NTT into the cafe design and branding, we created a unique and memorable identity that resonated with customers.
Community Engagement
Our events turned Bajawa’s launches into community highlights, drawing large crowds and fostering a lively atmosphere.
Social Media Impact
Tailored content, KOL collaborations, and targeted ads significantly boosted Bajawa’s online presence, turning followers into loyal customers.
Seamless Execution
From concept development to event management, we ensured a cohesive and seamless approach, enabling Bajawa to scale rapidly.
Business Growth
David and Frans successfully transitioned from a single-location concept to a growing chain of cafes, with the brand’s strong foundation enabling continued expansion.
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