Less paperwork,
more foodwork.
HospoConnect is a start-up that connects New Zealand’s wholesale food & beverage suppliers with buyers in NZ and around the world.
I was brought on to the team, to scale HospoConnect’s digital marketing efforts with a focus on Social Media marketing specifically.
Role
Digital Content strategy
Content production
Videography
Copywriting
Social Media management
Creative ideation
Client
HospoConnect
Year
2022 – 2023
VOX POPSHospo has a story to tell
One initiative I set out to do was find the heartbeat of New Zealands’ Hospitality scene and tell those stories.
From career journeys, to charity needs, I found Video was constantly sought after as the medium for these local Hospo heroes to get their voices heard. HospoConnect’s biggest value was centred around being trusted by our customers, and I wanted to earn that trust by using our platforms to tell our customers’ stories.
EXPLAINERSKeep our customers informed
As our product was very early in production, it was a challenge to think of ways to market the product’s features. So I needed to be creative with the ways we represent the UI to focus on new features and what the impact was for certain customer groups.
For example this video is introducing the ability for our Bakery customers to be able to generate and print Production Sheets. To best tell this story, I stripped away all the other UI of the app, used motion to hone in on the workflow of printing Production Sheets.
TESTIMONIALSLet our customers do the talking
It became very evident that the best way to effectively connect with our potential customers was through our existing customers. Hospitality business owners don’t want to hear from Tech staff, they want to hear from voices in their industry – the ones with boots on the ground, that chose to take a punt on our product. So I sought out various Chefs and Owners to get them talking on camera.
CINEMATIC VIDEOSFood should be fun
Some content I produced for our channels were purely fueled by my passion to create entertaining videos that people would want to watch. It turns out that Chefs and Baristas love that sort of thing too, and were stoked to reshare these videos on to their own audiences.
organic contentPeople like food too
I alot of the content I produced was behind-the-scenes Instagram Reels and Tik Toks of local businesses making their product. These really resonated with our Buyers audience (Chefs, Restaurant Owners) and was the primary driver for our follower growth and audience reach on these platforms.
resultsHow did it go
Figuring out marketing at an early-stage start-up is exhilarating. There are less hoops to jump through to achieve things, but also less resources. This is the pressure that makes diamonds.
Within the 12 months I was in this role, I managed to:Grow our reach on Instagram by 875.1%
Start and grow our TikTok following to 1,474 with 156,525 total views
Achieve 85.9K views on a single video
For a larger brand, some of these numbers may seem small but for a tiny B2B business with 7 full-time staff and a customer-base mostly absent from social media, these are results I am immensely proud of.
