Bouquet + Chef’s Special: The Capsule
From the beginning, the owners had let me know that their goal by dahlia season was to host their first farm event. They envisioned a bouquet workshop and a farm-to-table spread showcasing the farm's own produce. I connected them with Chef Aven, a DC-area chef I had collaborated with before, and from there, we had a little over 11 weeks for their ideas to come to life.
This post, introducing the event to the public, seemed most effective in the form of an infographic, with concise information complemented by a detailed caption. Longer captions, although infrequent in our feed, played a crucial role in fostering trust with our audience. By this point in the summer, these extended captions garnered more exposure as we intentionally kept our "normal" post captions shorter. Utilizing hashtags proved beneficial, as we aimed to extend invitations to both our existing audience and potential new customers for the first event at the farm.
The event was strategically launched over a week and a half, introducing new information gradually on our feed to sustain interest and expand awareness. This approach proved highly effective as it not only maintained engagement with our existing audience but also generated a notable 63% increase in engagement with new followers.
As we began planning the food aspect of the event, it shifted from exclusively using the farm's produce to including the surrounding farms' produce and poultry. This way, Chef Aven had a broader range of farm-to-table ingredients to use, allowing us to expand our brand to other audiences beyond flower farms. It also allowed our audience to support multiple local small businesses at once.
Collaborating with Chef Aven was one of the most exciting aspects of this event for the Renzinnia Farms brand. Despite having distinct online audiences, the scopes of both Chef Aven and Renzinnia Farms overlapped seamlessly. Chef Aven's exposure increased by 48%, and Renzinnia Farms experienced a notable 81% increase in exposure.
