What did Social Media One do for Yayla?

TikTok channel built from zero to 25K+ followers for Yayla, Instagram scaled to 70K+. Modernized content positioning established Yayla as a lovebrand with significant increases in user interactions and organic mentions.

What results were achieved for Yayla?

25K+ TikTok Followers, 70K+ Instagram Followers, 100K+ Views per Video, Lovebrand Status Achieved.

← All work Yayla Social Media / Contenuti / Food

Yayla Social Media Marketing — 25K+ TikTok, 70K+ Instagram — Lovebrand

TikTok channel built from zero to 25K+ followers for Yayla, Instagram scaled to 70K+.

Client: Yayla
Industry: Food / Turkish Cuisine
Services: TikTok Channel Build (from 0), Instagram Growth, Content Modernization
Channels: TikTok, Instagram

25K+TikTok Followers

70K+Instagram Followers

100K+Views per Video

The brief01

Modernizing a traditional food brand for social media without alienating the core Turkish-German community.

Yayla needed to expand beyond the ethnic food aisle into mainstream German food culture — making Turkish ingredients aspirational for all home cooks through TikTok and Instagram.

The idea02

We transformed Yayla's social presence with recipe-driven content on TikTok and Instagram

showing Turkish ingredients in modern recipe interpretations that appeal to all audiences. The cultural angle created community: authentic cuisine storytelling builds loyal followers who feel represented. First TikTok videos went viral organically, driving 20K+ followers and 100K+ views through culturally authentic food content.

What we did

01
Recipe-Driven Content
Turkish ingredients in modern recipe interpretations — food content that appeals to both Turkish-German and mainstream audiences.
02
Cultural Authenticity Angle
Authentic cuisine storytelling builds loyal followers who feel represented — community through cultural pride.
03
Viral TikTok Launch
First videos went viral organically — 20K+ followers and 100K+ views through culturally resonant food content.
04
Dual Audience Strategy
Expanding from Turkish-German core to mainstream — without alienating loyal customers who built the brand.

What mattered

Food brands: recipe content with a cultural angle creates community.

Once users start tagging and sharing your brand unprompted, you have built a lovebrand.

About the client

Yayla is a leading Turkish food brand in Germany, offering authentic Turkish dairy products, sauces, spices, and ingredients. Serving the large Turkish-German community and increasingly mainstream German consumers, Yayla bridges traditional Turkish cuisine with modern German food culture.

Services