Careful management of Saf-Moment communication

Client and task


Lesaffre is a French yeast manufacturer whose flagship product is the Saf-Moment brand. Our task is to manage digital communications of the Saf Club – a community of home-bakers.

The brand is well known on the market: consumers buy it, sing its praises, and recommend it to others. There’s nothing wrong with its reputation – but until recently, the brand had no website or social networks of its own, all the communication with the customers took place on some external third party platforms.

What we did


Lesaffre has accumulated an impressive amount of knowledge about yeast, dough and baking process and is ready to share with other enthusiasts. The company states its mission like this:

Be an expert assistant, teach and inspire

To complete the mission, it was necessary to create channels for digital communication and attract people to them. The solution was the Saf Club – a community of home bakers.

We have chosen recipes as the main content for the Saf Club. Then we created a whole channel-system in which one can find this content: a website, Instagram, a Youtube channel. Moreover we took care of the ways to attract people to these channels: SEO traffic, special projects, contextual advertising.



We never wanted to become just another series of inexpensive, popular, but identical video-recipes. Moreover, yeast dough is something that requires perfection. If you are into it, forget about saving time — yeast activation, kneading and proofing will take more than one hour. This is how a concept of a cozy bright kitchen appeared, where a woman tenderly bakes pastries for her family.

We shot 10 videos, 20 step-by-step photo-recipes and 30 image photos of cooked meals in five sessions.



The Saf-Moment website is the audience’s first point of contact with the brand. Its main aim is to provide useful content created by experts, and this has driven every element of the site’s information architecture, design, and development.

The blog, a major section of the site, contains full information about Saf-Moment yeast: a detailed page entitled “About the Yeast” and articles about baked goods. Users can ask questions by filling out the “Ask the Club” form. These are then answered by specialists from the Baking Center.

If a recipe is too long to fit on the screen (they mostly are), then as users scroll down the page, the ingredients list moves down too, remaining in view on one side of the screen. This makes it easier to check the quantities and weights required for each step of the recipe.

The steps are presented in a grid layout, an unusual format for cookery websites, but one which helps users keep their place in the recipe as they go.

A bright, noticeable, but not distracting corporate color and logo are a great fit for the simple, contemporary design. The website has no adverts, and never will: the focus is entirely on the content.

Social media


Instagram is the main channel for the Saf Club communications. Saf Club is a community of people who appreciate high-quality bakery, home comfort and a no-rush lifestyle.

Yeast baking demands lots of effort. Our target audience are people who have the time and spirit to plunge into all the details. These are mostly young and middle-aged women, young men/husbands and children. It is important for them to snug their beloved nes into warm clothes and treat them with food. They like to spend time with their family, cook several sets of food for dinner, and decorate the house.

That’s why we choose a friendly tone of voice in all the texts — we talk about customers’ values, ask them questions, and encourage communication. We indulge into community management – we answer every comment, ask follow-up questions, and always respond to direct messages. A live communication with subscribers is really important, not just manipulative ways to raise engagement like "put a bird emoji if you think so too".

To increase engagement and coverage, we launch special projects choosing special occasions.

New Year Special Project

This special project was the first in the brand’s account — we started from scratch and needed to attract subscribers. So we started two activities simultaneously — a cooking challenge themed “New Year pastries” and an Advent giveaway in IG stories. We decided to mix the style of the American 50s and the Soviet New Year for the photoshoot to get the right atmosphere of the challenge.

The results of the New Year's special project

1,158 subscribers from scratch
2,225 posts saved to bookmarks
497 participants of the giveaway
2.3 million people total coverage
Easter Special Project

We launched three contests for three different groups of customers — mothers with children, housewives hosting Easter and women who bake an easter cake (it takes up to six hours and is a real challenge). Each contest was supported by a blogger with a similar audience. We held a short quest, with a printable postcard as a reward and introduced the most active readers to each other.

Results of the Easter special project

+650 subscribers
1,943 posts saved to bookmarks
307 photos snt for the contest
1.9 million people total coverage of the special project

We also encourage our social media subscribers to visit the site, thus increasing the traffic — one of the examples, we post previews of the recipes with the full version available via the link in the profile. Sometimes we make the site an essential part of a special project — in order to participate in one of the Easter contests, it was necessary to hunt an artifact on the site.

Client's opinion

Cooperation with Nimax is a very mutual process, they are always open to questions. The team is flexible and professional so that both the work process and its result are impressive.

It is also important that not all of our wishes are turned into decisions without discussion. On the contrary, the Nimax team has its own reasonable opinion, which does not always coincide with ours. We had our differences, but we always found a compromise.

Maria Yunka
Maria Yunka
Marketing Manager
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