Donia Farms

Overview

Employer: Donia Farms

Year: 2024

The Ask

Donia Farms is a South Surrey Dairy brand that sells Grass-Fed products to large retailers such as Whole Foods and Safeway. The company aimed to strengthen customer connections via social media short videos. They sought assistance in creating content that reinforced their brand message of ethical standards and heritage farming.

Results

Building the process brought efficiently and rapid growth to Donia Farms social media presence. Since the new process being fully implemented in Jan 2024, the organic reach of Donia Farm’s accounts skyrocketed to over 5 Million while also growing their collective following from around 4000 to over 22,000. Additionally, this has allowed Donia Farms to increase it’s attractiveness to retailers expanding their product distribution.

Solution

After initial meetings with CEO Dave, I delved into the project and assessed their resources. My analysis revealed a deficiency in a structured creative process, hindering measurement and iterations. To address this, I introduced a content creation framework. This involved implementing a project management system to align stakeholders, planning rough campaigns a year ahead, and establishing shoot day processes.

Results

Solution

Aurtuo F, Marketing Director Cafe

“ Have always enjoyed working with Natthan and looking forward to our next project.”

Process

Research

Collaborating closely with the owner, we explored various concepts and messaging strategies. Additionally, we made a concerted effort to outlne key topics to avoid, given the dairy industry's susceptibility to criticism. We delved into understanding the mission statement and conducted test shots, jotting down notes and conceptualizing videos. Concurrently, I scouted locations and engaged in conversations with employees to introduce myself and comprehend their roles. These interactions also served to establish rapport, ensuring comfort during filming sessions at the farm, while also giving me an understand of the operations to not interfere with their workflow

Organization

Though the research phase, I found we had limited time to film each video. So, I implemented a user friendly dashboard that facilitated scheduling for shoot days and content review. As a whole, this created transparent communication by keeping stakeholders informed with regular updates on video planning/creation progress.

Creating

Leading up to each shoot day, I prepared by prepping locations and printing scenes alongside their respective scripts and storyboards. This optimization streamlined our workflow, doubling or even tripling our filming rate. With time being a the largest constraint due to the talent's limited availability being a mom of three, this allowed us to be months ahead in schedule.

Shots were organized by location and I employed wardrobe reference photos taken at the onset of each day to ensure scene consistency. To simplify the editing process, scenes were categorized by video name and scene number. Throughout the shoot, I provided guidance to the talent, helping them feel more at ease in front of the camera. Despite budget constraints for set decoration, we capitalized on the natural beauty of the farm setting to build visually compelling composition in the portrait videos.