House of Shawarma (HOS): Buzz to Sensation

How often do you find a new food spot popping up on Instagram or Facebook, and just feel you want to go and try it out? It happens very often, I guess. This is the strength of content marketing, and House of Shawarma is the perfect example of how this transforms a brand. Managed by Your Next Filter,  House of Shawarma became Jaipur's talk of the town, all thanks to the right strategies and a carefully crafted buzz. Here’s how the journey unfolded.

Setting the Goal: Creating Excitement and Fueling FOMO

Every successful campaign begins with a clear goal. For House of Shawarma, the mission was simple: create anticipation and excitement around the brand even before the doors opened. The goal wasn't just about sales; it was about building awareness and getting Jaipur's foodies talking.  House of Shawarma was going to be more than just another shawarma joint—it was going to be an experience. We knew that creating the right pre-launch buzz would lay the foundation for a grand opening.

Creating the Buzz with Content

Instead of going down the influencer marketing route, we focused on creating high-quality, engaging video content. The pre-buzz was all about building excitement for “Shawarma Fever hitting Jaipur!” We carefully selected World Trade Park (WTP), a well-known landmark in the city, as the location to shoot these videos. This added a layer of relatability and drew attention from people familiar with the spot. The content was curated to resonate with the city, capturing both the essence of the brand and the local spirit, setting the stage for a viral launch.

Letting Creativity Flow

We didn’t hold back when it came to creativity. We wanted the content to feel fresh, real, and engaging, so we allowed for complete creative freedom with our video shoots. The videos showcased everything—from the delicious, sizzling shawarmas being prepared to quirky and fun stories that drew the audience in. There were no stiff, scripted shots. This creative liberty resulted in content that felt authentic, relatable, and, most importantly, shareable. The engaging videos resonated with the target audience and built a genuine connection with them.

Being Transparent About the Rules of Engagement

With any successful campaign, especially in the digital space, transparency is key. From the beginning, we maintained clear communication with our audience. While influencer marketing could have been a common route, we made sure our content marketing strategy was strong enough to carry the message on its own. From the start, we focused on creating authentic, relatable, and engaging content that truly resonated with the audience. By staying aligned with the brand’s voice, we built trust and provided real value to viewers, ensuring a solid foundation for the brand’s growth.

Driving Organic Growth: Maximizing Reach and Engagement

We worked with different platforms and creative partners to maximize the visibility of House of Shawarma. Our emphasis on high-quality video production, organic content, and targeted paid promotions paid off. The most viral reel, which saw purely organic engagement, received 347K views, 2.6T likes, and 1K shares, with 99.6% of the engagement coming from non-followers. The second viral reel reached 264K views, 2.2T likes, and 3.5T shares. This content grew the following from zero - starting with 0 followers and now surpassing 900+ and is still growing every day. Over three months, the page generated 13,760 interactions, with 82.4% coming from non-followers. Paid ads contributed 19.1% of the engagement, and the total views reached 869K, helping to create significant buzz and brand awareness.

The Result: Sold-Out Success

Fast-forward to launch day, and House of Shawarma sold out on day one! The excitement didn’t stop, as the second week saw another rush of customers eager to try the buzzed-about shawarma. Thanks to pre-launch campaigns, 98.6% of visitors were new customers, drawn in by engaging content. The personal branding approach was a bold move, especially in Jaipur’s food scene, and it paid off. The branding video hit 328K views and over 1K shares, making it one of the most talked-about food videos in the city.

We also launched the viral #BYOB (Bring Your Own Bag) reel, which quickly gained traction, spreading the buzz about the viral Chips Shawarma. Customers lined up, bringing their own chips thanks to the creative push from our social media campaign. To take things further, we partnered with Jaipur Social, a creative community, for a unique video concept. They took over the HOS kitchen, crafted shawarmas in their style, and served them to the chef. This fun, fresh idea garnered 32K views, 663 likes, and 154 shares, all organically. The collaboration helped amplify the brand’s reach and further fueled the shawarma fever in Jaipur.

The Journey Continues

House of Shawarma has quickly made its mark, becoming one of Jaipur's hottest new food spots in just three months. From generating anticipation to creating a massive buzz, it’s already a sensation in the city. The brand’s success serves as a strong reminder of how strategic content marketing, creativity, and authenticity can help transform a new brand into a local favorite.

At YNF, we don't just follow trends—we create them. We continuously push the boundaries of what's possible in digital marketing by bringing extraordinary, innovative campaigns to life. Our strategies are not just about the ordinary—they’re designed to grab attention, spark conversation, and leave a lasting impression. The viral videos we've crafted continue to attract audiences, months after launch, showing that our creative approach has a lasting impact.

Want to see the same for your brand? With the right strategy, creativity, and a bit of boldness, we can turn your brand into the next big sensation. Let’s make it happen!