Mazali

Brand

Mazali

Industry

Food & Beverages

Year

2025

Services

User Generated Content

1) Project Overview

Brewed by Passion. Shared by the People.

Mazali Café has always strived to be more than just a place to grab a coffee. And to make this an even more sought after idea, they recently decided to go the UGC route. They wanted their simmering stories to reach people and brew fresh conversations that made the community feel like home.Through these UGC stories coffee sip turned into deep conversations that built the brand community.

02) What’s Not Working?

More Connection, Less Brewing.

Mazali Cafe has a beautiful space flocked with loyal regulars but its online presence didn’t reflect the authenticity of this place. While the coffee looked great on Instagram, it missed the warmth and vibe that regulars felt in person. That is what Mazali through their UGC approach tried to fix. They wanted to catch the real moments: friends catching up, lovers laughing etc.

03) Why User-Generated Content?

Real Tables, Real Stories.

UGC allowed Mazali to use the voices of those who actually lived the brand daily. It wasn’t just about latte art but how that spoke to those there. The aim of this UGC approach was to make the audience be able to resonate with the regulars that live the cosiness of the cafe giving it a warmth it lacked online before.

04) Trend Analysis

Sips & Stories

A report by Tint revealed that 79% of people say UGC highly impacts their purchasing decisions, especially when it comes from people they relate to. For Mazali, this meant capturing every shared moment to connect with others following them online, emotionally. They didn’t want actors or ads, just real people, real moments, and real impact. When their customers became storytellers, trust brewed naturally.

05) Execution: Recording & Editing

The Coziness of a Warm Brew

Confetti collaborated with regulars and baristas to clip shots during real café hours, using only natural café lighting and ambient sounds of cups clinking, quiet music, laughter making the feeling of the cafe real even to the audience watching it on reels. This gave the content a lived-in, human feel, far away from the scripted words on social media.

06) Final Thoughts

Stories Brewed with Love

UGC helped Mazali Cafe evolve from a neighborhood coffee shop into an online presence that told real stories. It wasn’t just known for its coffee anymore but for the community it built. The content highlighted moments that couldn’t be staged and resonated with the real feelings of the audience watching.

[data-wf-bgvideo-fallback-img] { display: none; } @media (prefers-reduced-motion: reduce) { [data-wf-bgvideo-fallback-img] { position: absolute; z-index: -100; display: inline-block; height: 100%; width: 100%; object-fit: cover; } }