How We Achieved 5.5x More Views for Warkop’s Dubai Lamington Video
Client Overview:
Warkop is a popular café based in Melbourne, known for its unique menu items and dynamic brand presence. The client approached us with the goal of increasing brand awareness and engagement through a creative video campaign showcasing their signature dish—Dubai Lamington.
Challenge:
Warkop’s videos had a steady view count, averaging 5,856 views per video. With a follower count of ~9200. However, they wanted to break through the noise and create a video that would attract more attention, engage viewers, and boost local awareness. The challenge was to create a dynamic, eye-catching video that stood out in a competitive digital space.
One specific challenge during production was capturing the perfect shot of the fork cutting through the cake. The busy street environment added motion blur, which made achieving a clean, focused shot more difficult. Additionally, we wanted to create a thumbnail that would instantly grab attention while maintaining the essence of the dish.
Challenge:
Warkop’s videos had a steady view count, averaging 5,856 views per video. With a follower count of ~9200. However, they wanted to break through the noise and create a video that would attract more attention, engage viewers, and boost local awareness. The challenge was to create a dynamic, eye-catching video that stood out in a competitive digital space.
One specific challenge during production was capturing the perfect shot of the fork cutting through the cake. The busy street environment added motion blur, which made achieving a clean, focused shot more difficult. Additionally, we wanted to create a thumbnail that would instantly grab attention while maintaining the essence of the dish.
Our Approach:
To meet these challenges, we employed a multi-faceted approach that combined research, creativity, and strategic thinking.
Thumbnail Optimization:
We started with thorough research into what types of thumbnails performed well on similar content. We identified a pattern: dynamic thumbnails featuring action shots of food being prepared or served tended to get more clicks. We chose a frame where a fork was cutting through the lamington cake, which we knew would create visual interest.Improving the Shot Composition:
During the shoot, we noticed that the dish was initially positioned in a way that didn’t align with the aesthetic we were aiming for. The dish was placed too low, which didn’t look pleasing. I suggested that Barry reposition the dish closer to his head, which gave us a shot that was both visually compelling and aligned with the composition we had in mind, inspired by a popular hospitality visual trend.Street Interviews for Authentic Engagement:
After analyzing successful videos, we noticed another trend: chefs tasting their own creations as a way to emphasize the quality of the dish. I decided to take this one step further by incorporating street interviews, asking people passing by to try the Dubai Lamington on camera. This created an authentic, engaging moment and, surprisingly, many of these passersby were unaware that the shop even existed.
Execution:
The production process involved several key steps to ensure the video’s success:
Thumbnail Selection:
The frame showing the fork cutting through the cake became the hero shot of the video. We made sure the shot was framed correctly, with the light and shadows adding an interesting visual element to the composition.Reshooting for Perfection:
Capturing the perfect shot of the fork going through the cake was a bit more challenging than expected. We experimented with different angles and approaches to ensure the shot was clean and dynamic. Despite the challenges presented by the motion blur from the busy street, we were able to get the shot we envisioned.Engaging the Public:
We set up a few interviews with passersby who agreed to taste the Dubai Lamington. The reactions were fantastic, and many people expressed surprise and delight at the unique crunch of the lamington, which made for great, authentic content. These reactions helped elevate the video’s authenticity and emotional appeal.
Results:
The video was a major success. Here are the results:
32.3K Views
The video garnered 32.3K views, a significant increase compared to Warkop’s average view count of 5,856. This represents an impressive 5.5x performance boost.Increased Engagement and Local Awareness:
The street interviews and the compelling thumbnail contributed to a surge in local engagement. Many viewers discovered the café for the first time, with several commenting that they passed by the shop every day without knowing it existed.Improved Brand Visibility:
Beyond just the numbers, the video helped raise awareness of Warkop in the local Dubai market, positioning the café as a must-visit destination for those seeking unique and high-quality food experiences.
Conclusion:
This case study highlights the power of creative strategy, tailored production, and strategic thinking in driving impressive results. By combining research-driven decisions, optimizing visuals, and incorporating authentic engagement through street interviews, we were able to achieve significant growth in views and local awareness for Warkop.
The success of this campaign demonstrates that with the right approach, even the simplest concepts can be transformed into viral, impactful content.