Turning Food Cravings into Conversions
Fresh Air & Pancake joined forces with Red Yolk to harness the power of a complete social media and food influencer marketing service. This strategic partnership was geared towards boosting visibility, generating sales, expanding their Instagram community, and overseeing the entire spectrum of content production.
CLIENT
Fresh Air & Pancake (Contracted via Red Yolk Agency)
MY ROLE
Digital Strategist
UX/UI Designer
TOOLS
Figma, Tiktok & Instagram, Canva, Photoshop, Google Sheets
DURATION
2 months
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THE CHALLENGE
Fresh Air & Pancake wanted to increase in-store traffic and grow their Instagram following, but lacked a digital presence that reflected their brand's uniqueness, their premium fluffy soufflé pancakes. They needed content that didn’t just look good, but converted.
THE GOAL
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Increase brand awareness and foot traffic
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Grow Instagram followers and engagement
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Drive sales uplift through digital-first content
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Build a consistent and scroll-stopping visual identity across creator and brand channels
My approach as a UX Designer
Although this was a marketing campaign, I approached it with a UX mindset:
1. User-centred research and insights
I began by researching user behaviour on Instagram and TikTok by observing how audiences interacted with food content, such as what they saved, shared, clicked on, or skipped. This discovery phase included competitor benchmarking, trend analysis, and user intent mapping to uncover what emotionally drives food-related actions online.
Outcome: I noticed people engaged most with content that looked delicious and told a clear story, this shaped the user journey into three stages:
2. Framing the problem through the user lens
From research, I framed the design challenge as:
"How might we guide users from passive scrollers to engaged fans, and ultimately, in-store customers through platform-specific content journeys?"
This 'How might we' statement helped anchor our creative strategy in audience needs, rather than just brand goals.
3. Designing for platform-specific experiences
I developed clear content guidelines to match how each platform works best:
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TikTok: Recommended fast edits, strong opening hooks, and trending sounds to quickly capture attention.
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Instagram: Suggested visually appealing reels with a clear storyline, carousel posts for key messages, and stories with layered content to boost engagement.
I also worked closely with creators, providing guidance on visuals, tone, and overlays to ensure everything stayed on-brand while allowing creators to keep their unique voice.
4. Test, measure, and iterate
Once content was live, I analysed performance data (views, likes, comments, saves, shares), and recorded insights that will help with refining future content briefs and optimising outcomes for the future.
Content scheduling & brand aesthetic
I experimented with Fresh Air & Pancake’s refreshed branding by applying their new colour palette across content mockups and social media grids. I strategically mapped out the posting schedule to ensure each piece of content complemented the next to create a cohesive and engaging aesthetic that visually aligned with the brand’s identity. This planning not only reinforced brand recognition but also helped streamline content approvals and maintain visual consistency across platforms.
OVERALL KEY RESULTS
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KEY CAMPAIGN GOALS
AWARENESS
Through strategic food influencer partnerships, we positioned Fresh Air & Pancake as a dessert hub in Melbourne, achieving 24M+ impressions and video views on Instagram and TikTok in just 2 months.
DRIVE SALES
Collaborating with food influencers, we transformed interest into sales, driving 900K+ social actions (likes, comments, shares & saves) and achieving a 15% revenue increase in 2 months.
INSTAGRAM COMMUNITY GROWTH
Crafting bespoke Instagram Reel videos for the client while seamlessly incorporating content from food influencers, we drove a 48% surge in Fresh Air & Pancake's Instagram following from 22K to 32.6K.
LEARNINGS AND REFLECTIONS
This campaign showed me that UX isn’t just about websites or apps. It’s about creating meaningful experiences wherever people interact with a brand, including social media. By designing content that was visually appealing and aligned with how users behave on TikTok and Instagram, we were able to drive strong results and real business impact.
I worked closely with the marketing team and the client to make sure the content wasn’t just engaging, but also met key goals like increasing foot traffic, growing social media followers, building brand awareness, and boosting sales.
This experience showed me how important it is to combine design, strategy, and collaboration to create work that is not only visually on-brand but also performs and connects with the audience.