About this project
E2C Coffee and Eatery is a newly established coffee shop located in the cultural heart of Ubud, Bali. Designed as a rustic and homey sanctuary, E2C offers a tranquil escape for international tourists, digital nomads, and locals who appreciate premium culinary quality amidst the bustling destination.
We partnered with E2C to architect their digital presence from the ground up. Our objective was to translate the physical warmth of their space into an inviting, elegant digital storefront that drives brand awareness and real-world foot traffic.
Year
2022 — 2023
scope
Digital Strategy, Content Production,
Social Media Management
& Performance Ads
The Brief
E2C Coffee and Eatery sought Kayana Creative’s expertise to establish a robust digital footprint across Instagram and META Ads. As a new player in Ubud’s highly competitive F&B landscape, the goal was to effectively showcase the café’s refined, homey ambiance and premium offerings. The objective was to cut through the destination noise, attracting and engaging a specific demographic of international tourists and digital nomads, positioning the brand not just as a café, but as an exclusive destination.
The Solution
Kayana Creative developed a bespoke, end-to-end digital strategy for E2C, moving away from hard-selling tactics toward an elegant, narrative-driven approach. We focused on producing high-quality cinematic Reels and macro photography that highlighted the café’s rustic aesthetics and culinary precision. This creative production was paired with an algorithmic META Ads campaign and a centralized interactive reporting system, ensuring coherent brand visibility that naturally cultivated audience curiosity and drove visits.
What we delivered
Social media strategy & planning
We formulated a comprehensive content calendar and sharp creative briefs, translating E2C’s rustic vision into structured, purpose-driven visual communication pillars.
Creative production & art direction
Tight production collaboration delivered premium visual assets—ranging from cinematic, slow-paced Reels to macro photography that precisely captured product textures and Ubud’s homey essence.
Copywriting & digital presence
We established an elegant digital persona through soft-selling storytelling, ensuring every caption moved beyond transaction to build a genuine emotional connection with the audience.
Performance marketing (META Ads)
The curated visual assets were distributed with algorithmic precision via META Ads, efficiently targeting international tourists and digital nomads for maximum market penetration.
Interactive performance reporting
We engineered a centralized, interactive metrics dashboard using Google Sheets, providing the client with complete, transparent, and real-time visibility over campaign growth and trajectory.
We engineered a centralized, interactive metrics dashboard using Google Sheets, providing the client with complete, transparent, and real-time visibility over campaign growth and trajectory.
The Ambition: Piercing Through the Global Destination Noise Ubud is not just a location; it is a global cultural and culinary epicenter teeming with international travelers and expatriates. Launching a new coffee shop within this hyper-competitive landscape presents a massive market penetration challenge. E2C Coffee and Eatery emerged with a vision of a rustic, homey space—a second home for coffee connoisseurs. However, without calibrated digital execution, that physical warmth would fail to pierce through the audience’s screens. The challenge was clear: E2C required a robust digital footprint to immediately position itself not as “just another café,” but as an essential destination.
The Shift: From a Coffee Shop to an Exclusive Refined Sanctuary Instead of competing on price wars or brand-diluting promotions, the strategy focused on packaging emotion. The core message shifted from a transactional food purchase to an invitation to experience tranquility. The target audience was precisely mapped through META Ads: international tourists seeking authenticity, digital nomads longing for inspiring workspaces, and Denpasar-Ubud locals who appreciate quality. The approach was purely soft-selling; transforming E2C’s profile into a visual gallery that triggers cognitive ease before the audience even makes the decision to visit.
The Expression: End-to-End Creative Orchestration Avoiding fragmented workflows, the execution of this campaign was entirely governed within the agency’s internal ecosystem. The team worked in perfect synchronization, moving seamlessly from the strategic boardroom to the user’s screen:
Account Management & Planning: Translating the client’s vision into an organized content calendar and meticulous creative briefs, ensuring every visual asset served a distinct communicative purpose.
Creative Production & Visual Design: The field production team captured the essence of Ubud through cinematic-scale Reels and macro photography showcasing the precise texture of latte art. Visual designers then structured these raw assets into elegant layouts, maintaining ample white space on the Instagram feed.
Copywriting: Moving away from aggressive, hard-selling language. Every caption was penned like an exclusive journal entry—soft-spoken, narrative-driven, and respecting the audience’s intelligence.
Social Media & Ads Management: Day-to-day platform management operated in parallel with precision-targeted META Ads, ensuring the poetic visual narrative landed on the screens of the exact demographic at optimal times.
The Impact: A Fully Integrated Digital Foundation For a newly established brand, true success in the initial phase lies in the creation of a self-sustaining marketing ecosystem. By lifting the operational burden entirely, the full lifecycle was executed with total transparency. E2C Coffee and Eatery successfully translated their homey physical space into an inviting digital storefront. Beyond mere aesthetics, the performance reporting provided centralized data access so that every growth metric, audience expansion, and campaign direction could be monitored and evaluated efficiently.
