Rediscovering Direction: Crafting a Targeted Strategy for Kısık Ateş
An online platform where culinary passion meets expertise, Kısık Ateş brings together professional chefs, food enthusiasts, and home cooks to share recipes, tips, and inspiration. With a seamless website and app experience, it offers a dynamic space for exploring new flavors, honing cooking skills, and connecting with a vibrant community.
🎯 Client Goal :
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Clearly define their target audience and refine their brand identity.
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Develop a data-driven digital marketing strategy to boost engagement.
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Improve user retention and reduce app churn.
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Strengthen their positioning as a go-to platform for culinary inspiration.
The Challenge To Unveil
Kısık Ateş, a culinary platform under Yaşar Holding's Pınar brand, faced a fundamental challenge: they were unaware of the importance of audience information and personas, leading to an undefined direction in their digital marketing efforts. Despite having a functional website, app, and content-sharing platform, low engagement across social media and app usage, along with a high app removal rate, signaled deeper issues in audience connection and retention.
The primary challenges were:
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Understanding why engagement was low across social media, the app, and other digital platforms.
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Identifying the real audience and their expectations to refine marketing strategies.
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Developing a cohesive voice and tone tailored to their audience.
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Optimizing digital ad campaigns for better ROI by targeting the right demographics.
The goal was to bridge this knowledge gap, reduce app churn, increase engagement, and align their brand identity with audience needs to drive sustained growth across all digital channels.
Services Provided 1
Audience Research & Data Analysis
A comprehensive survey was conducted across all platforms, and the collected data was analyzed to identify the real audience and their behaviors.
Services Provided 2
Persona & Brand Identity Development
User personas were created based on research insights, along with a refined tone of voice and a clear set of brand values aligned with audience perceptions.
Strategic Ad & Content
Evaluation
Services Provided 3
Existing ad campaigns were assessed using the newly defined personas and brand identity to optimize targeting, messaging, and overall performance.
Platform Optimization & Growth Strategy
Services Provided 4
All digital platforms were reviewed, identifying key areas for improvement to enhance user experience, engagement, and brand consistency.
Star Marketing Strategy -1
Audience Research & Data Analysis
A multi-layered research approach was implemented to uncover how the audience perceived Kısık Ateş, identify their true target users, and establish a strategic foundation for engagement.
✨ The Idea: By combining online brand perception analysis, platform-wide surveys, and ad demographic insights, a data-driven strategy was created to define the audience, their expectations, and behaviors.
🎯 The Goal: To develop a structured brand identity by establishing clear user personas, a consistent tone of voice, and well-defined brand values that guide all marketing and communication efforts.
🌟 The Impact: With a well-defined audience and strategic direction, Kısık Ateş gained a persona-driven approach to decision-making, ensuring long-term engagement, brand consistency, and stronger user loyalty.
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* Some of the survey questions: audience type and frequency of use.
Star Marketing Strategy -2
Fixing the App-Remove Problem
High app removal rates signaled a deeper issue: were the right users downloading the app, and was the brand effectively communicating its value?
✨ The Idea: Instead of immediately evaluating the app itself, the first step was to analyze ad targeting. By examining who clicked on the ads and whether they matched the ideal audience, we identified gaps in audience targeting and messaging.
🎯 The Goal: To restructure ad campaigns with persona-based targeting and ensure that visuals, descriptions, and messaging clearly communicated the app’s value to the right users.
🌟 The Impact: With correctly targeted campaigns, Kısık Ateş not only reduced app removals but also improved user retention by attracting engaged users who truly resonated with the platform.
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