Case study · Food & Beverage · Viral DTC brand
Due to the huge interest, we decided to share more about what actually happened, the origin story of how a small Al Quoz business became a worldwide viral sensation.
Sarah Hamouda, referred to us by a previous client, joined 37 Consult to transform a modest local operation into something the world had never seen. The brand started small, focused mainly on its ChatFood.io platform presence.
The strategy centered on creating visually appealing content that highlighted authentic customer experiences, then amplifying it. We partnered with influencers, in particular Maria Verhara, who specializes in Dubai dessert content.
A December 13th post achieved 3 million views within 48 hours. Instead of pulling back advertising spend when demand exceeded supply, we increased it, leaning into the moment.
Daily sales maxed out at 100-150 units, which created genuine, scarcity-driven demand. The brand became the most hyped and sought-after chocolate in the world in 2024.
Massive viral success cannot be reliably replicated, but this campaign transformed our methodology and now informs the strategy for every client we work with. Let us find out if we can help.