The viral rise of Nusret (Salt Bae)

Nusret's company achieved global popularity thanks to a bold marketing strategy that leveraged several powerful levers to capture public attention and create a viral phenomenon. Here are the key elements of its success:

1. Salt Bae's charisma

Nusret Gökçe's charismatic personality has been the driving force behind his success. His signature theatrical salt-sprinkling gesture quickly became a global meme, capturing the attention of internet users and fueling engagement on his social media channels.

2. Creation of impactful visual content

Nusret has mastered the art of creating spectacular visual content, showcasing images and videos of sumptuous dishes and exaggerated gestures. This visually striking content has encouraged social media sharing, generating powerful word of mouth.

3. Use of celebrities and influencers

One of the key strategies was inviting international celebrities to its restaurants, such as Leonardo DiCaprio and David Beckham. These celebrities amplified the brand's reach by sharing their experiences on their own social media, thus reinforcing the aspiration around the Nusret experience.

4. Storytelling strategy

The inspiring story of Nusret, a self-taught chef who became an international star, created an emotional connection with his audience. His rise from humble beginnings to successful entrepreneur strengthened his brand's appeal.

5. Exclusivity and customer experience

Nusret offered an exclusive and luxurious dining experience, reinforcing a sense of rarity and aspiration. This luxury encouraged customers to share their experiences, amplifying the brand's viral appeal.

6. Experiential Marketing

Every visit to a Nusret restaurant has become an event in its own right, encouraging customers to share their VIP experience on social media, fueling ongoing engagement.

7. Digital strategy and influencer marketing

Nusret has skillfully used social media (Instagram, TikTok) to share spectacular videos. In addition, collaborating with influencers has increased visibility and awareness around her restaurants.

Results

• Rapid Growth in Awareness : Through the virality of his videos and celebrity involvement, Nusret has reached a global audience and expanded his customer base.
• Increased sales and international expansion : The appeal of his restaurants has allowed Nusret to open new locations in iconic cities like New York and Dubai, generating increased bookings and revenue.
• Social Media Engagement : Nusret's videos have generated millions of views, boosting engagement on her accounts and strengthening her online presence.