Mazali

Project type

Marketing

Brand

Mazali

Industry

Food & Beverages

Year

2025

Services

User Generated Content

1) Project Overview

Brewed with Heart. Told by the Community.

Mazali Café has always aimed to be more than a coffee shop, it’s a space where connections are made and stories unfold. In an effort to capture that essence online, they embraced a user-generated content strategy. The goal was simple: turn everyday café moments into authentic digital stories that felt as warm and inviting as the space itself. With each video or post, conversations percolated, turning sips into stories and guests into a genuine community.

02) What’s Not Working?

Great Coffee, Missing Connection

Though Mazali’s ambiance had regulars coming back daily, their digital content didn’t quite mirror the soul of the café. While Instagram-worthy coffee shots were plenty, the true warmth, laughter shared across tables, and quiet moments between friends were getting lost. Through a shift in content strategy, Mazali set out to capture the café’s real atmosphere by spotlighting the people who made it special.

03) Why User-Generated Content?

Authenticity Served Fresh

UGC opened the door to storytelling that felt natural and honest. Instead of stylized content, Mazali showcased moments experienced by actual guests, real people sharing real café life. It wasn’t just about what was in the cup, but the emotion around it. This approach helped bring the comfort of the physical space into the digital world, offering followers a genuine taste of the Mazali experience.

04) Trend Analysis

When Coffee Meets Community

According to a report by Tint, 79% of consumers say content from everyday users influences their purchase decisions, especially when it reflects real experiences. For Mazali, this was a perfect fit. By showcasing natural, heartfelt moments that ranged from a group deep in conversation or someone lost in thought with their brew, they built trust through relatability. Their customers became the storytellers, and authenticity became the brand.

05) Execution: Recording & Editing

Captured Moments, Not Manufactured Ones

Working with Confetti, Mazali invited regulars and staff to be part of the storytelling process. Content was filmed during actual café hours, embracing the natural lighting, subtle background sounds, and true ambiance of the space. The idea wasn’t to script anything, but to observe and capture life as it happened. Every reel felt like a window into a real moment: no staging, no filters.

06) Final Thoughts

A Cafe That Speaks Through Its People

Through this UGC-driven approach, Mazali became more than just a local favorite, it became a digital haven for coffee lovers and community seekers alike. The content no longer just showcased a product, but reflected real emotions, relationships, and the vibe that keeps people coming back. With every post, the community felt seen, heard, and part of something bigger than coffee.

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Our Presence

India

United Arab Emirates

What’s Stopping You?

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