Case Study

creating audio heirlooms through family recipes

Dishtory is a mobile app that enables families to connect through culinary memories. It allows users to record, save and share treasured family recipes in their own voices, creating audio heirlooms. With Dishtory, people can create, plate and curate home-cooked creations with the loved ones who matter most, or honor the memory of those they can’t be with. The app’s easy-to-use interface allows users of all ages to quickly navigate, create and save recipes.

Dishtory engaged Identity to announce the launch of the app by creating targeted visibility and awareness through multi-market media placements, social media management, influencer marketing, email campaigns and ad programming. Once the successful launch was complete, our team boosted download numbers, increased engagement rates and enabled more families to share their history through food.

strategy for success

Identity deployed the following strategies and tactics in order to help the Dishtory app achieve success:

media relations

In the span of six months, Identity tapped its extensive media lists across targeted food-centric cities throughout the  Midwest and beyond. We drafted press releases and media materials to communicate the unique nature of Dishtory, pitched media, while crafting high-level messaging and talking points for Dishtory’s founders to deliver during media interviews. All these efforts combined led to robust media coverage—including a national online placement in Better Homes and Gardens—and increased brand awareness.

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social community growth

The Dishtory team came to Identity searching for a way to jumpstart awareness of their new app and build a community—from scratch!—on social media. Identity provided community management, creative strategy, content development support, reporting and more across Facebook, Twitter and LinkedIn—building the Dishtory social media accounts to offer a  professional, reputable experience in a short period of time.

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ad campaign development

Much of Dishtory’s social success can be attributed to Identity’s aggressive advertising strategy. Through industry knowledge and in-depth analysis of similar apps,, we developed target personas representing the ideal Dishtory user—keying into feelings of nostalgia, a love of cooking and more. Our team then deployed a series of highly targeted ads focused on connecting key messages, highlighting media mentions and more.

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