Poetry
Poetry sits in the upscale all-day-café space where the room wins on architecture, not virality. The brand had run on word-of-mouth — we needed to build a feed presence without breaking the room's quiet.
We mapped one creator per audience class instead of three from the same shelf. Reach overlap dropped, addressable audience widened.
01 The Snapshot
Poetry by Love & Cheesecake · Delhi. All-day European café · upscale.
02 The Challenge
Poetry sits in the upscale all-day-café space where the room wins on architecture, not virality. The brand had run on word-of-mouth — we needed to build a feed presence without breaking the room's quiet.
Three creators across three audience classes: social impact (Harteerath), fashion + travel (Mallaica), couples + food (Anchit & Surabhi).
Goal: long-stay credibility, not a one-night spike.
03 The Moves
Three audience classes. We mapped one creator per audience class instead of three from the same shelf. Reach overlap dropped, addressable audience widened.
Carla Bruni audio bed. A French chanson soundtrack — explicitly NOT trending — to brand the room across stories. The audio became Poetry's unofficial wordmark.
Founders + couples + creators. Booking Harteerath (philanthropist · founder) gave Poetry credibility outside the food-creator bubble — guests saw it as the room where founders sit.
The verified roster
@harteerathsingh · 298K@mallaica · 269K@food_travel_etc · 257K
Sourcing. This is the case record as published in Ninety-Eight’s archive; the same data renders the case file on the landing page, so the two cannot disagree. Reach is combined follower reach — the sum of the follower counts of the handles that posted — not impressions, not views.