Digital Branding Case Study for Social Content
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At the Digital Innovation Forum 2015 (brought to you by Big Hospitality and Restaurant Magazine), our CEO, Paul, and Sam, Head of Strategy, gave a presentation on Digital Branding for Social Content. The presentation focused around a case study for a recent project of ours for Wollensky's Grill in Chicago. Here are the slides from said presentation, with a full video and blog to follow.
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Digital Branding Case Study for Social Content
- 1. A Case Study Digital Branding For Social Content
- 4. The Team
- 9. The problem? Traditional branding treats digital as an implementation channel, rather than central to brand exploration.
- 10. Digital Branding Opportunity to create experiences, interact, try out ideas, test & learn. Ultimately ‘feel out’ what your brand is, and what makes it powerful.
- 35. Throw it together, see what sticks.
- 39. Place Of Craft At the heart is the butcher, one of the last true craftsmen of the modern age. Nose to tail from the market to your plate, back to basics eating - full of integrity and passion.
- 40. Best Of Tradition No trends, no bull. Holds up the best of tradition, but is a place to let loose.
- 61. Results • 3.6 million impressions • 66k clicks • 14k entries • 34% Conversion Rate
- 68. Results To Date (campaign live for 1 week) • 1 million impressions • 40k clicks • 4k entries • 7.5% Average Click Through Rate
- 69. Overall Results
- 71. +151% +700%
Editor's Notes
- Hello everyone, I’m Paul and this is Sam, together we run Ignite Hospitality Marketing, a digital marketing & branding agency for Hospitality.
- We collaborate with clients globally to help them excite and delight their audience. You’ll see how this purpose is realised through digital branding & social content.
- We work with large & small clients all over the world with great brands such as Bella, D&D and Smith & Wollensky
- We do everything in house with marketers, strategists, designers and web developers. And this enables us to create really great content for our clients because we can animate, develop apps and design engaging content.
- Tell the story: As an agency that works with so many different hospitality businesses we kept coming across similar problems with regards branding and content. Yet another picture of a cocktail on a Friday! Another food shot.
- In the traditional model – branding is done at the outset and feeds channels, activity, interiors. Branding is dictated to these silos from above. Doesn’t seem to be effective.
- Often given brand guidelines, here you go – here’s our brand. That’s not a brand, that’s an identity. We’ve all seen it, we all have it. You end up with a brand booklet, rules and guidelines – that direct your activity. There’s nothing alive about this. It doesn’t grow. It’s not about experience, it’s restrictive by nature. Design needs a framework, it needs ‘guidelines’ – but that’s what they are, guidelines to shape a journey – which is what brand development should be about.
- Digital is often used as the amplifier. Not the most effective way of doing things.
- The big problem here is that it treats everything in silos. Digital is seen as an implementation channel, rather than where the brand is truly able to come to life beyond the physical location of the restaurant. Your brand is bigger than your interiors, than your physical location. You customers are online, experiencing your brand, It gives you the wings to grow bigger, open new avenues, new ideas, to connect with and attract new custom
- This got us scratching our heads and thinking: There has got to be a better way to go about this! There has got to be a better way to integrate digital into the branding process. Digital branding means you are constantly receiving feedback in terms of engagement and comments which offers a tremendous advantage to the process.
- Talk you through each of these elements of the framework in detail – hopefully you can take away with you and try it out. Used all over the world – engaged everyone from serving staff to CEOs successfully.
- Wrapped up using Wollenskys Grill slide
- This is a rollout brand concept – developed by S&W in the US. Created one, currently looking to roll out across United States. This was the perfect context to apply our framework as it was now and had the potential to really carve out an identity. When we applied this framework with WG it worked so well that the CEO, Michael, stopped us when we were presenting the Experience Principles, walked back into the restaurant, removed the greeters tie, took table cloths off the tables and changed the music. He walked back into our room and said, right, let’s continue. Amazing.
- SAM Focus on branding/digital content today. Part of this framework – set brand strategy, feed it through to key digital hubs, get the message out there across many channels, test and learn always – feeds back in to brand strategy to continually evolve communications.
- In order for digital branding to work – you have to work across the business. Get people together – managers, waiters, barmen. As an agency – we always work with the full scope of a team – including managers, waiters, barmen, customers, CEO’s etc. Get buy-in from everyone. No one is being told anything, very much about collaboration. Removes the TA DA moment. Enables us to engage with everyone. This makes the branding process real, rather than something super-imposed.
- Stops ppl from speaking from the ‘I’
- People will say the ‘service, the food, the atmosphere’. Just like everyone else. If you want to develop a strong digital brand – it has to be more to it.
- Bring it out with a brand examples: Security with a logo on it, then examples of them, then onto discovery.
- Local restaurants often in this space Very powerful – window to somewhere else
- L’oreal sits here.
- Gordon ramsey.
- Lidl was here. Now they’re moving over here to discovery.
- Precise ramen, no nonsense.
- Write down 5 Gives chance for the quiet guy to have their voice heard. Very democratic. Completely even playing field. Removes fear.
- Start to create clusters and themes. Then probe those themes – push them, ask what really makes them special and go to the nth degree. Distill it down, build it out. Keep asking questions. Clusters together. The 5 Whys?
- Now up to explore, build. We did this with Wollensky’s Grill. Best way to describe is through experience principles and content pillars
- Bring it out with a brand exmamples: Security with a logo on it, then examples of them, then onto discovery.
- Some of the themes that came out with wollenskys grill
- PAUL Experience principles are what you want people to feel emotionally when they come into contact with any brand communication.
- Content pillars that support our social strategy and experience principles. Take experience principles, and provide a framework for communication. Gives you tangible pillars from which you can create social content. Ensure that any content plan or marketing activity – reflects these pillars. Just because we’ve got to this great place, we have to educate around the concept. So you start mellow and crescendo into the full experience.
- Authority on meat. 382 Likes 89 Comments
- 405 Likes 13 Shares
- #butchersnotes
- 75k Views
- 1,702 Likes 133 Shares 30% uplift YOY
- This is an example of what they did in-house. Rough and ready, makes it real.
- 536 Likes 15 shares
- Get a bit more extreme
- Everywhere the butcher goes – he sees meat. 512 Likes 36 Shares 40 Comments
- 414 Likes 13 shares
- This is the crescendo.
- SAM
- The whole cow supports the butchers angle.
- Buy in across the group – they held big party, everyone’s very excited. CEO up there. That’s the head chef. Buy-in across the group.
- So far… 6,200 entries 3 million reached 122k clicks 4% average CTR
- PAUL
- The reason it works, on the ground real revenue, is because digital branding is at the heart of the strategy. It runs throughout the business – completely integrates as part of the restaurant and speaks it on every level. It continues to evolve and grow as you test it. Real fans for the restaurant through this approach. Very excited about the concept and what’s happening. Coming to life in the actual restaurant.