A crazy case study
The interest on this cast study was so high that we decided to share more what actually happened.
Business owners worldwide are curious about how it all started. Sarah Hamouda, a friend of one of our previous clients, joined 37 Consult through a referral.
Initially, it was a small local business in Al Quoz, aiming to build brand awareness and drive sales via the local ordering platform ChatFood.io.
We quickly recognized the product’s potential and focused on creating high-quality content, leveraging the “food porn” appeal to highlight the authentic customer journey and experience.
Alongside this, we collaborated with influencers to showcase the journey and generate impactful content for paid media campaigns.
One of the creators, Maria Verhara, specialized in showcasing Dubai’s delicious food, particularly desserts. Her post on December 13th quickly went viral, amassing 3 million views within 48 hours.
While the influx of messages played a significant role, it wasn’t the sole factor behind the campaign’s success.
A very important detail
With limited operations, they sold out after just 100–150 bars daily.
Instead of cutting ad spend, we increased it, driving demand even higher. This scarcity sparked a frenzy in the comments, amplifying the hype and leaving hundreds eager—and desperate—to buy.
The main take away
One good video can change your entire life
Starting point
The product was exceptional, but the marketing and content didn’t match the brand’s quality.
As the saying goes: even the best product won’t sell if no one sees it.
Solution
Experimentimg with various forms of content and distribute them across channels where your audience engages with ads and media featuring your product.
The more content you produce, the higher your chances of success.
Outcome
This campaign literally changed the world.
At least in 2024 and 2025 where in most countries people have heard about the chocolate and many manufractures also copied the main concept of this chocolate.