Case Study: Boosting Video Content Strategy for Doi Chaang Coffee

Client: Doi Chaang Coffee – Taipan outlet
Agency / Team: StartThink Team
Project: Content planning & video strategy enhancement for social media (TikTok & Instagram)
Date: [Month, Year] (ongoing)

Background & Situation Analysis

Brand & Platform Presence
Doi Chaang Coffee is active on TikTok (@doichaangusjtaipanoutlet) and Instagram (doichaangtaipan). Their content mainly features product photos, promotions, and store updates, with minimal use of engaging video formats.

Identified Gaps

• Lack of short, high-impact video content tailored for TikTok and Reels.

• Low storytelling — content feels transactional rather than emotional or relatable.

• Limited behind-the-scenes and human-focused storytelling.

• Minimal content diversity — mostly static images or simple clips.

• Weak optimization for TikTok discoverability and Instagram Reels trends (hashtags, audio, transitions).

Goals / Objectives

• Increase engagement rate (likes, comments, shares) on both platforms.

• Grow follower base and expand reach.

• Drive more in-store traffic and brand awareness through social content.

• Improve both frequency and quality of video production.

Strategy & Approach

Content Pillars / Themes
StartThink defined 5 video content styles to anchor Doi Chaang Coffee’s strategy:

1. Behind the Scenes (BTS): Showcase baristas, café life, and bean-to-cup stories.

2. Speed Ramp Videos: High-energy edits to highlight brewing and drink preparation.

3. Cinematic Shots: Premium visuals focusing on coffee products, ambience, and lifestyle.

4. Creative Transitions: Trend-driven edits to boost shareability and keep audiences hooked.

5. Lite & Fun Content: Playful, relatable clips to connect with younger audiences and humanize the brand.

Video Formats & Styles

• 15–30 second snackable videos optimized for vertical format.

• Trending music, text overlays, and fast-paced editing.

• Balanced mix of polished cinematic and authentic raw footage.

Production Process

• Planning: Monthly content calendar with proposed themes and styles.

• Pre-production: Shot lists and simple scripts to streamline shooting.

• Shooting: Café location filming with varied camera angles (close-ups, wide shots, transitions).

• Post-production: Integration of speed ramp edits, smooth transitions, brand fonts/colours, and captions.

Platform Optimization

• Leverage trending audio and relevant hashtags.

• Optimize hooks within the first 3 seconds for higher retention.

• Schedule content for TikTok, Instagram Reels, and Stories while tailoring captions to each platform.

Performance Monitoring

• Track reach, watch time, and engagement (likes, shares, saves).

• Evaluate top-performing video types and refine strategy accordingly.

Implementation (What StartThink Team Did)

• Audit & Benchmarking: Reviewed 30–60 past posts; benchmarked competitor cafés to identify gaps.

• Content Calendar Roll-out: Piloted a 4-week video plan (3 videos/week per platform).

• Production: Captured BTS barista action, cinematic product shots, fun café moments, and trendy transition videos.

• Optimization Testing: Tested different hooks (“Did you know?”, “Watch this pour…”) and editing styles (speed ramp vs cinematic).

Early Results & Insights (So Far)

What’s Working Best So Far

• BTS videos and lite/fun content resonate most with audiences.

• Speed ramp + transitions increase watch time and replays.

• Cinematic shots elevate brand perception.

Challenges / Learning Points

• Consistency in video quality (lighting, framing) needs improvement.

• Avoiding content that feels overly promotional.

• Balancing time/resources for consistent video production.

Recommendations & Next Steps

• Scale up BTS and lite/fun content — highest engagement drivers.

• Build reusable templates for transitions and captions to speed up editing.

• Encourage user-generated content from customers.

• Collaborate with local influencers to expand reach.

• Localize content with Malaysian coffee culture, events, and festive seasons.

Impact / Value Proposition

By transitioning from static content to dynamic, trend-driven video formats, Doi Chaang Coffee is achieving:

• Stronger audience engagement and organic reach.

• More authentic brand storytelling through BTS and fun content.

• Increased saves and shares, improving algorithmic visibility.

• A pathway to higher store traffic and long-term customer loyalty.