Highlights
Content that draws you in.
Recipes, nutrition tips, hero product shots. Every visual is built to entice AND to educate, in a universe that speaks to intolerant consumers and the wider public alike.
How we turned a bought audience into an engaged, growing community.
Recipes, nutrition tips, hero product shots. Every visual is built to entice AND to educate, in a universe that speaks to intolerant consumers and the wider public alike.
Backed by the Vache Bleue group, Dilea is the Belgian dairy brand that is guaranteed 0% lactose, 100% wellness. A bold promise: "rediscover the pleasure of dairy", without changing your habits, without compromising on taste, without the digestive discomfort.
A full range covering milk, fresh cheeses (plain, garlic & herbs), whole cream, yoghurts and desserts, which preserves the same nutritional value as regular dairy while remaining light and easy to digest.
Dilea already had an Instagram account, run by an external agency that was absorbing a substantial boost budget. The result was misleading: plenty of views, very little engagement. Organic posts did not resonate with the audience, comments were not always positive, and follower count stagnated month after month.
The brief: grow the audience in both size and quality. Attract a community that understands the brand, interacts with it, buys the products and, in time, becomes a driver of innovation by taking part in the R&D of new launches.
We built a strategy around a simple principle: reach lactose-intolerant consumers AND democratise the alternatives for the wider public.
Five complementary pillars.
Advice, myth-busting and real testimonials. Content that explains lactose and democratises the alternatives, in line with the product promise.
Visual recipes featuring Dilea products, designed to entice and to prove that lactose-free is anything but pleasure-free.
Activation of an expert pool of a nutritionist, content creators and influencers, who carry the message with authority and creativity.
Content creation sessions every quarter to refresh the visual library: products, recipes, mood, premium styling.
A targeted monthly ad budget to amplify the best content and reach a qualified audience. More effective, more accurate, better targeted.
Every week, three posts and regular stories feed the page with content built around the editorial pillars. On top of that, targeted campaigns land at every brand moment: a new product launch, influencer activations, UGC, paid boost.
We also support Dilea at its trade shows and industry fairs. After each event, we follow up with visitors who showed genuine interest, then build lasting collaborations. Finally, we use Instagram and Facebook as an active listening platform: reviews, DMs and comments feed the R&D of future products.
A selection of signature Reels spanning educational content, recipes and expert activations, all translating the approach into tangible results.
Click a video to play with sound.
The bought audience of the early days has been replaced by an active community: positive comments, inbound DMs, product testing, participation in R&D on new launches. Proof of a brand now embedded in its audience's daily life.
A Reel that proves strong educational content can outperform the scores of a paid campaign. The clearest evidence that a qualitative audience makes every post work harder.
A 100% qualitative audience, signature Reels breaking the 75,000 organic-views mark, and a strategic boost that doubles reach when triggered at the right moment. Dilea Zéro Lactose has established itself, for the long run, as the lactose-free reference of the Vache Bleue group.
If your brand deserves an editorial strategy that matches its ambition, we'd love to discuss it. A no-strings first conversation to give you an honest diagnosis.
Get in touch