Case Studies

Peter Cat is a cozy, locally loved café based in Malvern, Melbourne — known for its delicious café-style food and artisanal coffee.

When they approached Arinon, they had just parted ways with their local digital marketer due to stagnant growth on Instagram and minimal traction online.

With plans to eventually flip the café once it reached a business threshold, Peter Cat needed a reliable and innovative digital agency that could re-energize their online presence — organically and through smart paid campaigns.

The Weebly-based website was underperforming, and their Meta platforms lacked cohesion.

The brand had clear guidelines, but what it lacked was momentum.

While the brand came with a defined aesthetic and tone (set by their previous agency), there were significant gaps:

🔹 Low Engagement & Visibility: The Instagram account had under 150 followers and almost no content traction.

🔹 Creative Limitations: A strict preference for 'simplistic' visuals created constraints around experimentation, especially with trending content.

🔹 Content Stagnation: Repetitive themes and lack of storytelling made it hard to emotionally connect with the audience.

🔹 Website Optimization Gaps: Their existing Weebly website was barely discoverable and lacked basic SEO structure.

The main challenge? Delivering high-performing, trend-driven content without breaking the minimalist brand code.

🔷 Branding & Design

We honored the simplicity directive while making it work harder. Working within the brand’s color palette — soft blues, pinks, whites, and blacks — we leveraged their brand mascot (the cat) to inject subtle personality and mild professional humor into the content.

We used minimalism strategically — playing with whitespace, clean typography, and sharp imagery to let the food and coffee shine. Every design element served one purpose: to build recall and desire.

🔹 Social Media Strategy

We anchored Peter Cat’s Instagram strategy on three pillars:

🔹 Product-centric storytelling (behind-the-scenes prep, feature dishes, brewing rituals)

🔹 Light humor and relatable content with the café mascot

🔹 Reels-first approach with visually rich, bite-sized content

Using a 3x3 content grid, we created visual breaks and color rotations to avoid monotony while keeping the page aesthetic intact.

We A/B tested different content styles over 90 days, and the data revealed what resonated most — customers loved raw, well-shot Reels that showcased the food-making process and coffee artistry.

🔷 Website SEO & Listings

We optimized the Weebly site for local SEO, integrated it with Google My Business, and updated directory listings. This brought more traffic via search and platforms like DoorDash, even though the core focus remained Instagram growth.

Our marketing psychology approach used:

🔹 Urgency (limited-time food drops)

🔹 Social proof (customer stories and reposts)

🔹 Consistency (grid harmony, brand tonality)

🔹 Familiarity (through the mascot and content voice)

🔹 Grown from 120 to 5,000+ Instagram followers organically in under 9 months

🔹 Achieved consistent viewership and interaction on Reels (highest reach content format)

🔹 Website SEO upgrades led to noticeable bump in search rankings and local discovery

🔹 Increased footfall attributed directly to Instagram visibility and shares

🔹 Business goals achieved: Client successfully flipped the café in June 2025 as planned

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