Case Study — F&B / Organic Content
One video.
One million reasons
to trust the craft.
How Aethr turned authentic Middle Eastern sweets into Singapore's most-watched food content — with zero paid spend.
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Client
Shalaby Sweets
Platform
TikTok
Approach
100% Organic
Industry
F&B / Desserts
The Results — 100% Organic
0
Organic views
zero paid spend
zero paid spend
0
Likes on
viral video
viral video
0
New followers
from one video
from one video
0
Total unique
viewers reached
viewers reached
The Challenge
Shalaby Sweets makes some of the most authentic Middle Eastern desserts in Singapore — kunafa, baklava, tulumba and pistachio pastries built on real craft and real recipes. But the content they had didn't show any of that. It looked like every other food account. Pretty shots, no story, no reason to stop scrolling. The brand had something genuinely different. The content just hadn't caught up yet.
Our Approach
We started with pre-production — storyboarding every shot before we walked on set. The brief wasn't "make it look good." It was make people feel something about what goes into making these sweets. We built the narrative around a single question the audience wasn't expecting to be asked. Shot on location, graded and cut for platform-native pacing. The hook did the work. The craft kept them watching. One video. 1.1 million organic views. 19,583 new followers.
