Restaurant Social Media Campaign - Client Case Study
How we worked with a celebrity restaurant brand engage it’s audience via social media
The Client The client ZKS is a celebrity restaurant & lounge which embodies the spirit, passion, love for great food & desire to create anamazing experience for customers by Indian cricketing celebrity Zaheer Khan.
The CHALLENGE The brand had made a number of attempts to leverage social media to spread the word aboutthe restaurant but didn’t see desired results. Fans were more interested in the sports and celebrity status of the owner which took attention away from the primary star of the campaign “The Restaurant”. The overall direction of the previous efforts was heading in the wrong direction and wasn’t conveying the right message to fans.
The PROPOSAL BuzzFactory proposed a social media engagement plan to correct course in terms of the brand messaging & how people perceive the restaurant. Simultaneously build a long term positive connect with food lovers leveraging content, & engagement to connect fans withthe food & service rather then only the celebrity owner & sports aspect of the ZKS brand.
The ACTIVITY The existing Facebook page was redesigned with food focused and delivering stories behind the dishes.Facebook applications were designed and integrated. Acontent plan was designed and executed to improve the social media reputation increasing interaction with the audience. Twitter strategy was implemented targeting local audience and interacting with people around the city of Pune where the restaurant is headquartered.
… Chef’s Tips campaign was designed to share culinary tips from celebrity chef’s which are used in everyday cooking. A “Submit your recipe” campaign was executed on twitter where users were asked to submit their favorite recipe. “Story behind the dish” was introduced where ZKS would reveal to fans the story behind each dish and how it founditself to the menu so people can relate to the dishes through Zaheer’s love for good food.
WHAT WE DID Focused completely on bringing out the personality of Zaheer khan as a restaurateur and ZKS as a fine dining restaurant rather than an engagement purely based on cricket. Ensured regular activity across social media, produced high quality original branded content consistently to reach out tofans and kept active conversations representing the voice of the people behind the restaurant. Simultaneously pushed offers to encourage more reservations.