Veggiebuzz, Dubai
01 — Project details
Veggiebuzz is the UAE's only comprehensive online resource for vegetarian food and lifestyle. It has a rapidly growing database that comprises over 5,000 veggie-friendly restaurants from around the country as well as an award-winning blog that publishes daily curated features and veggie-inspired roundups.
My role was as Content Writer and Creator, responsible for all online content including informative articles, roundups, pictorial articles, nutrition plans, restaurant reviews and chef interviews as well as press releases and media kits.
02 — Creative process
The goals I set were :
(1) To build a vibrant community by sharing daily posts featuring vegetarian recipes, dining recommendations, and tips for a plant-based lifestyle on Instagram and their blog.
(2) Move away from an overreliance on user-generated content and start creating our own food photography and videography
(3) Collaborate with local chefs, influencers, and restaurants for exclusive vegetarian menu features
(4) Implement monthly themed challenges or giveaways to boost engagement, driving traffic to the VeggieBuzz website
(5) Consistently analyze performance metrics and refine content based on audience preferences and trending topics
03 — Recipe development & photography
Creating original photography and videography was crucial for VeggieBuzz from a marketing standpoint because it established a consistent and professional brand identity, ensuring all visuals align with the platform's aesthetic and message.
High-quality visuals are more likely to attract and retain an audience, driving higher engagement compared to user-generated content, which can vary in quality. And, original media enhances SEO, helping VeggieBuzz stand out as a leading resource in a competitive digital landscape.
04 — Sponsored Content
Assisted in video production either behind the scenes or making hte recipes myself for sponsored content. This was in 2017, we were pioneers in the early days of this type of marketing.
04 — Blog Content
To increase website traffic via the blog, I focused on SEO-optimized content, using relevant keywords related to vegetarianism, plant-based dining, and healthy living in the UAE to improve search rankings. I regularly published engaging, evergreen articles like vegetarian recipes, restaurant reviews, and nutrition tips that provide value to readers and encourage sharing. These blog posts were promoted across social media channels, using aesthetic visuals and catchy captions.
05 — Results
During my time at VeggieBuzz:
Grew Instagram followers by 50%
Increased Instagram engagement from 0.4% to 3%
Was a pivotal part of the website being nominated for the Ahlan! Hot 100 ‘16 Award, Stylist Social Media Awards ‘17 Award, Masala! Hot 100 ‘17 Award, Cosmo Influencer Awards ‘18 Award