Chocolate Workshop at Choco Story Brussels
How a chocolate museum turned its workshops into a viral experience with a ROI of ×48
📍 Context
Choco Story Brussels is a chocolate museum offering chocolate-making workshops. The experience is interactive and immersive — ideal for sharing on social media. The workshop ticks all the boxes for viral content: pleasure, discovery, creativity and shared moments.
🎯 The challenge
Attracting a local and tourist audience
The workshop needed to stand out in Brussels' cultural and leisure offering, reaching both locals and visitors.
Diversifying acquisition channels
Beyond word-of-mouth and traditional tourist platforms, the goal was to build an organic presence on social media.
Creating desire
Showing the experience from the inside to make people want to book — the best sales argument is experiencing the workshop vicariously.
💡 The Kontnu solution
In April 2024, Choco Story Brussels joined Kontnu with the €199/month plan (annual plan = €2,388). Their strategy:
- Experiential brief: A complete chocolate workshop offered to the creator (value ~€40), allowing them to film the entire making process.
- Targeted selection: 175 applications received, 50 collaborations completed with 56 unique creators — an optimal quality/volume balance.
- Instagram + TikTok mix: Content split between Reels and TikTok to reach different audiences (locals, families, tourists).
📅 Timeline of the campaign
📊 Results
Detailed metrics
🚀 Additional impact
🔥Record virality
@cyntichhe's video reached 429K views — a record for a Brussels leisure workshop.
👨👩👧Diverse audiences
Creators reached families, couples and tourists alike, considerably broadening the customer base.
📺Evergreen content
Workshop videos continue to generate views months after publication, ensuring lasting visibility.
⭐Strengthened reputation
Creators shared their positive experience, reinforcing the workshop's reputation and generating additional reviews.
👥 The creators involved
✨ Conclusion
In 12 months for €2,388 invested, Choco Story Brussels generated the equivalent of €113,484 in advertising. With a ROI of ×48, the workshop proved that immersive experiences are ideal ground for local influencer marketing. The combination of an engaging experiential brief and varied creators reached 619K people.
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