When Papparoti reached out, their digital presence was actively working against the business.
They were spending money on photography, but the content had no strategy, no structure, and no clear purpose. Images were being posted without context, storytelling, or intent, which meant social media was generating attention that led nowhere.
Worse, most people thought Papparoti was an Indian restaurant. Very few knew it was a well known international brand, and almost no one understood what made Papparoti special. Their signature bun, the core product that defines the brand globally, was largely unknown to the local market.
Business was struggling. Awareness was low. Demand was weak. Social media existed, but it was not contributing to revenue.
We rebuilt Papparoti’s digital presence with a clear objective. Make people care first, then make them buy.
The first phase focused heavily on virality and reach. We used short form video to break through the noise and reintroduce Papparoti to the market in a way that was entertaining, memorable, and platform native. The goal was simple. Massive awareness.
Once attention was secured, we shifted the content strategy toward education. We taught the audience about Papparoti’s famous bun, its texture, its flavour, and why it was loved internationally. Every piece of content was mapped to a specific role in the sales process.
One of these educational videos crossed over one million views on TikTok, firmly re establishing the product in the minds of consumers.
This was not random virality. It was intentional awareness followed by intentional conversion.
As awareness grew, footfall followed.
As education increased, purchase intent increased.
Videos consistently reach over thens of thousands of views and followers have consistently grown. Over time, Papparoti transitioned from a misunderstood brand to a household name in Kenya. The buns became recognisable, the brand became familiar, and social media shifted from being an expense to a revenue driver.
Nearly two years later, Papparoti is a Kenyan favourite and enjoys consistent demand and profitability driven by strong digital influence and intentional content.
