Audience 01 - The "Main Character" Celebrator
Demographic: Gen Z / Young Millennial
Driven by aesthetics and the desire for a cake no one has ever seen before.
Hook: AI Generation & AR Camera.
Rewiring the Artisan Experience
A Go-To-Market Strategy for HOLA CAKE
Introduction & The HARF Vision
Empowering London's Artisan Bakers
At HARF Marcom, we understand that HOLA isn't just launching an app; you are fundamentally rewiring how Londoners conceptualise, order, and experience baked goods. We are here to position HOLA as the ultimate digital bridge between wild consumer imagination and the unparalleled craftsmanship of London's elite independent bakeries.
The HARF Approach: We will build a brand presence that doesn't sound like a corporate delivery app, but rather a vibrant digital art gallery that happens to sell incredible cake.
Strategic Positioning & Target Personas: Dream Big. Bake Local
Our content strategy is tailored to intercept your three core audiences with precise feature hooks:
Audience 02 - The Group Chat Organizer
Demographic: Ages 22–35
The person tasked with coordinating the office birthday, who hates fronting the money.
Hook: Frictionless "Split the Bill" via shared links.
Audience 03 - The Conscious Localist
Demographic: Ages 25–45
Deeply cares about supporting local businesses and avoiding aggregators with heavy commissions.
Hook: Zero-Fee Click & Collect and a Bakery-First ecosystem.
The Viral Marketing Engine: Turning Users into Brand Ambassadors
Our launch campaigns will rely on organic virality and user-generated content (UGC) rather than static, polished studio shots:
The "Process" Content
Fast-paced TikToks/Reels showcasing the friction between the wild AI prompt and the human craftsmanship of the local London baker bringing it to life.
Micro-Influencer Seeding
Partnering with 15-20 London food/lifestyle creators (10k-50k followers). We offer them app credit to design a dream cake, split the bill with friends, and project the AR cake at their event, generating authentic UGC.
The Viral Marketing Engine: The AR Guerrilla Campaign
How It Works
Encouraging users to project their AI cakes in iconic London locations (e.g., St. Paul's Cathedral) using the AR feature.
The Reward
The best weekly #HolaApp post wins the physical cake.
The Viral Marketing Engine | HOLA: The "AI vs. Reality" Competition
Native Social Feed
A native social feed inside the app where users upload their AI vision next to the real-life bake.
Community Voting
Voting on the best execution for a monthly cash prize.
Brand Aesthetics & Visual Guidelines: A Cohesive Digital Canvas
To ensure maximum visual impact across all touchpoints, our art directions are strictly rooted in the provided brand palette. This creates immediate brand recognition while allowing the vibrant colors of the cakes to pop.
Primary Accent: Playful Pink — driving action and highlights
Core Background / Text: Deep Cocoa — providing premium contrast and legibility
Base Canvas: Warm Cream — offering an inviting, bakery-fresh negative space
Art Direction - 01
Art Direction 01 — Vibrant Dream Pop. A premium, polished direction based on professional food photography, soft lighting, and clean pastel compositions. It positions HOLA as a trustworthy brand that transforms creative ideas into real, bakery-ready cakes.
Message: Real craftsmanship. Real results.
Art Direction - 02
Art Direction 02 — Editorial Realism. A bold, energetic direction combining real cakes with vibrant colors, typography, and playful graphic elements. It highlights HOLA’s creative, AI-driven personality and makes the brand more engaging and dynamic.
Message: Dream it. Design it. Bring it to life.
Instagram Grid Mockups: Your Feed, Reimagined
Here is how the selected art directions coalesce into a stunning, cohesive Instagram grid. Notice the balance between high-quality cake showcases, behind-the-scenes baker reels, and interactive community polls.
Retainer Packages & Investment: HARF Partnership Proposals
Marketing Support (Account Manager)
Online Platforms: FB | IG
Content Calendar (20th of month)
Content Writing
12
Designs
8 Static | 4 Reels
Stories
30
Offline Designs
3
Weekly Meeting
Marketing Campaigns
2 Per Year
Paid Ads Mgmt (Insights)
0% Agency Fees
Promotion Plan
Moderation
Digital Performance Report
Monthly Investment
MONTHLY INVESTMENT $ 1,500 /mo