Baklava and kunafa from Shalaby Sweets, boxed to go

Case study · F&B · Desserts · 100% organic

One video. One million reasons to trust the craft.

How authentic Middle Eastern sweets became some of Singapore's most watched food content, with zero paid spend.

1.1M organic views · zero paid spend
Client
Shalaby Sweets
Industry
F&B · Desserts
Platform
TikTok
Services
Production · Edit · Organic strategy

The numbers

1.1M organic views on one video
19,583 new followers from that video
385.4K unique viewers reached
SGD 0 paid spend behind it
The night it took off
posted 1.1M 550K 0 1.1Morganic views
Curve shape illustrative. Totals straight from TikTok Studio.
Who the video reached
98%had never seen the brand
Non-followers reachedExisting followers
385.4K total viewers. 98% non-followers.
Engagement on the viral video
Likes 27K
Saves 2,226
Shares 574
Comments 516
Bar lengths illustrative. Values straight from the video's TikTok analytics.

The challenge

The sweets were authentic. The content looked like every other food account. Shalaby Sweets had generations of craft behind its Middle Eastern desserts, but nothing on the feed told that story.

The approach

We built the story around the making, not the product shot. Full storyboarding, platform native pacing, and an edit designed to make people feel what goes into these sweets. One video did the rest, and the account kept the audience it earned.

98% of the 385K viewers had never seen the brand before.

The content. Dessert first, made for the platform.

Watch it live on TikTok1.1M organic views

The receipts

TikTok Studio: 1.1M plays, 27K likes, 385.4K total viewers, 98% non-followers
TikTok Studio video analysis for Shalaby Sweets
TikTok Studio: follow-up video with 25K plays and 14.8K viewers

Straight from TikTok Studio. Untouched.

How we do this for other brands: Social media marketing in Singapore

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