A homegrown F&B brand in the UAE, known for its playful personality and specialty waffle sandwiches.
The Challenge
WOFL needed to build a compelling, community-driven social media presence. However, the brand's original Instagram account had severely limited reach due to previously purchased followers and inconsistent posting habits, causing a shadow ban and lack of organic growth. Though they had an active offline community, the brand lacked a digital strategy to translate that energy online. Their content was sporadic, unplanned, and posted without a cohesive vision, leading to overwhelm and disengagement.
Our Approach
- Recommended retiring the original Instagram account due to shadow banning and poor organic performance. We secured a new, clean handle @wofl.me aligning with their website URL to maintain brand consistency.
- Archived all previous posts and posted cheeky goodbye content on the old page to stir curiosity and create FOMO. Many followers thought the brand was closing, which triggered comments and engagement, creating an opportunity to redirect them to the new page.
- Built the new page around a well-defined social media strategy, including clear content pillars (below).
- Set up regular content shoots to maintain a consistent posting cadence and ensure quality.
- Collaborated with influencers to tap into niche community audiences and drive discovery.
- Encouraged and tracked tagging behavior to increase user-generated content and visibility.
Content Pillars
- People of WOFL: Featuring staff and managers as relatable brand ambassadors
- Entertaining & Trend-Driven Content: Leveraging viral formats, memes, and timely social trends to stay relevant
- Product Showcases: Highlighting the menu and food visuals
- Giveaways & Contests: Especially around seasonal events like Halloween to boost engagement
The Impact
- Organic views on several videos
- 15K+
- Organic views on several videos
- Average plays per video
- 2K–3K
- Average plays per video
- Reels reach-to-follower ratio vs typical UAE F&B pages
- 3–5x
- Reels reach-to-follower ratio vs typical UAE F&B pages
- The brand successfully repositioned itself as fun, friendly, and community-oriented.
- Organic reach and engagement outperformed industry norms: several videos crossed 15K+ organic views, with average plays of 2K–3K (strong metrics for a newly launched account with a modest follower count). For reference, the average reach-to-follower ratio on Reels was 3–5x higher than typical F&B pages in the UAE.
- The WOFL team became recognizable faces of the brand, building relatability and loyalty.
- Strong user tagging and influencer collaborations helped bring in new foot traffic and drove online orders.
- A once shadow-banned brand was now being discovered organically, with a revived community showing consistent interaction and growth.
