Case Study: Building Awareness through Digital Marketing

Creating awareness and engagement of a culinary education experience in a post-pandemic world.

When Cookin’ Class first opened its doors in March 2020, it was positioned as an intimate, hands-on culinary experience for all skill levels. But just days later, the nationwide COVID-19 shutdown forced them to rethink their business model. For two years, the owners worked tirelessly to keep the brand alive, but by early 2023, they were struggling to maintain awareness and drive bookings.

As the Creative Lead at Hashtag Design, I was brought in to develop a digital marketing strategy focused on increasing brand awareness and online bookings. The challenge was clear: Cookin’ Class needed to stand out in a competitive market while re-engaging its audience and attracting new customers.

The Strategy

To create a high-converting digital campaign, we implemented a multi-faceted approach:

Content-Driven Social Media Strategy – We designed visually enticing and shareable content, including reels, GIFs, and informative posts optimized for engagement and virality.

Interactive Engagement Campaigns – To boost interaction and brand awareness, we launched a contest for a free date-night cooking class, requiring participants to follow Cookin’ Class on social media for a chance to win. This tactic not only increased followers but also encouraged user-generated content and word-of-mouth marketing.

Targeted Paid Social Advertising – By leveraging highly targeted paid ad campaigns, we reached demographics most interested in culinary experiences, driving traffic to the website and increasing class bookings.

The Results

• 300% increase in sales – A surge in class enrollments and bookings led to significant revenue growth.
• 500% boost in social media engagement – Increased likes, comments, shares, and a loyal following strengthened the brand’s online presence.
• Expanded brand awareness – Cookin’ Class became recognized as a premier experience for food lovers, positioning itself for long-term success.

By combining strategic branding, content creation, and targeted digital marketing, we transformed Cookin’ Class from a struggling post-pandemic business into a thriving culinary brand. Through data-driven campaigns and audience engagement, we not only increased bookings but also created a passionate online community that continues to fuel the brand’s growth.