The document proposes a social media campaign for Barbeque Nation to increase engagement and followers. It recommends establishing a consistent umbrella message of "#LetsCelebrate" to celebrate grilling, customers, and hunger. The campaign would include weekly social media content buckets such as sharing memories and food facts. Media plans suggest targeting customers through Facebook ads, emails, banners, videos and an app-based contest to boost awareness, engagement, and footfalls.

1. Barbeque Nation
Digital Pitch

2. Index:
1. Barbeque Nation on Social Media
2. What is lacking?
3. Current Messaging
4. What Barbeque Nation Started?
5. Objective
6. How does it feels to eat at BBQ Nation
7. Umbrella Message
8. Campaign Idea
9. Media Plan
10.Video Campaign
11.Summary

3. This is how much
Barbeque nation is doing
RIGHT
This is how much Barbeque nation
is doing WRONG
BBQ Nation on Social Media

4. What is lacking ?

5. Powerful, meaningful,
Inspirational message A big campaign Idea
Follower growth is
very low
Low Engagement No two way communication
No Curiosity- As there
are very less post by
fans & followers

6. Current Messaging

7. #ComeFeastWithUs
It is used by all other Restro & bars

8. Barbeque Nation
No single & relevant
Brand Messaging of its own

9. What Barbeque Nation Started?

10. ‘DIY’ (do-it-yourself) cuisine with a concept of live on-
the-table grill in India
Kulfi-Nation Live Counters

11. Objective

12. To Give Powerful,
meaningful, Inspirational
message
To run a big campaign on
Social Media
To increase Followers
growth
To increase
Engagement
To start
two way communication To get the footfalls

13. How does it feels to eat at BBQ Nation?

14. So, Messaging can be….
Value for
Money
to us
We Deserve a
treat
Celebration
Self
pampering
Live Grill Do It
Yourself
Our Feelings
This is What
BBQ Nation
Started
Place to Celebrate
& enjoy food with
Loved ones

15. #LetsCelebrate

16. Let’s Celebrate
Celebrate
Grilling
Celebrate
Us
Celebrate
The Hunger

17. Content Bucket

18. #CelebrateGrilling

19. Cover Picture

20. #CelebrateUs

23. #CelebrateTheHunger

29. Monday Tuesday Wednesday Thursday Friday Saturday Sunday
BBQSarcasm
BBQKing
PamperYourHunger
DitchTheQue
BBQVibes
FoodSmackOfTheWeek
WTFoodFacts
or
#CelebrateGrilling
ContentForCelebratingHunger
#CelebrateTheHunger

30. BBQSarcasm
This will include post about sarcasm, humour & Q/A related to food
#CelebrateTheHunger

31. PamperYourHunger
– Posting the picture of food & talking about the taste.
– Posts that would lure customers to book immediately. Make a
customer feel- ‘I want to eat that today’
– Pictures that tell customers – ‘You are worth it’- that after all
the hard time they are having at their work, they really
deserve this erotic & sensuous BBQ session
– Give Offers in this post
#CelebrateTheHunger

32. BBQMoment
BBQMemories
– We connect with existing loyal customers of BBQ and ask them to share
their memories through video, pictures
– Outlet pictures with people hanging out at BBQ
– A contest around this -max likes. Max share on facebook gets a discount
– Decide one winner every week
– The idea is to reach to new customers through the friend circle of loyal
customers
#CelebrateTheHunger

33. BBQLove(referral campaign)
I love BBQ
You should
Try
#Foodgasm
Great Bday it
was#IntenseFoodgasm
at BBQ
BBQ BBQ
BBQ
BBQ
BBQ
BBQ
BBQ
#Foodgasm
Great Bday it
was
#Foodgasm
Great Bday it
was
– Offer like 5 referrals and 10% off and probably a free dining post successful
conversion of 5 referrals
– Exclusive Coupon code through APP. Same code is used while dining at BBQ.
Will help in tracking
#CelebrateTheHunger

34. BBQKing
– Showstopper of the week/month
– Pictures like a chicken dish with a crown
– Have you eaten it yet
– Customers are asked to poll around 2 food options. Food that wins is the king
#CelebrateTheHunger

35. WTFoodFact
- Food facts
- Health tips
#CelebrateTheHunger

36. BBQVibes
#CelebrateTheHunger

37. AreYouHappy?
– Encourage customers to share their most valuable feedbacks about How do
we make you happy?
– They will reply with the hashtag #YouMakeUsHappy
– Happy customers invited for a ‘Cook with BBQ chef’ session
#CelebrateTheHunger

38. FoodSmackOfTheWeek
– Give details of daily menu
– offers during weekends
– Today’s special
#CelebrateTheHunger

39. Media Plans

40. • Maximise Reach among TG
• Increase awareness about on going offers and campaign
• Create Engagement by getting more user participations
• Increase footfall
Objective

41. FB Messenger Chat bot

42. Audience buckets available
entertainment education business technology health & fitness
news auto sports personal finance travel
classifieds lifestyle e-commerce language NRI

43. How to touch your
online customer?

44. Customer
Personalised
/Segmented
Engagement Awareness Awareness
Micro
Targeting
Emails Innovations
Videos/
Banners
Influencer
Outreach
Geo-Fencing/
App
Installation

45. Email campaign
Emails
Increased
Website Traffic
Acquire Leads/
Generate Sales
Clicks or Visit
Campaigns
Lead Generation (raw/
verified/Interested)

46. Engagement via Innovations: Ad-Units available
SPICE
in-screen ad
Home | Link1 | Link2 | Link3 | Link4
SPLASH
in-image ad
Home | Link1 | Link2 | Link3 | Link4
SPOT
in-margin ad
Home | Link1 | Link2 | Link3 | Link4
SPARK
mobile
Ad-Formats

47. Awareness via Banners/Videos: Target users via Web/
Channel Placement Ads
Banners/Video
Website/channel Audience Buckets

48. Micro Targeting via Geo Fencing: Target users on the move
• Identify locations where your user
footfalls are maximum
• Define the Geographical Area
• Set Targeting options based on OS
type, genres of app and location
• Publish ads to users who are in the
defined geographic areas
• Call to action: landing page or click to
call

49. FB Live- Series
&
Videos
#CelebrateTheHunger

50. WeGrillItRight
Objective -
To create a series that give GYAAN to people on
how they should grill & use barbecue by expert showcasing them the
complete grilling process
Communication: Get your grills on! Because we are going teach you how
to use your Barbecue & how to grill.
Platform: Facebook (FB Live)
Result: word of Mouth marketing/Huge Traction
#CelebrateGrilling

51. • Promote people to share pics/experience while
they are in BBQ nation
• When they tweet or share pics/experience in
social media, we will pick random winners &
share coupon code as reply to them
• They can only redeem it by showing it at BBQ
nation restaurant
InstantFoodgasm
#CelebrateTheHunger

52. Mobile App Promotion

53. WAITING
DitchTheQue
– This is specifically for promoting bookings through the app and website
#CelebrateTheHunger

54. For #IntenseFoodgasm
• This will be a viral video campaign
on social media.
• More like dubsmash
• We post one video of a customer
talking to their food about anything
at random… how much they like the
food… bad day at office.. New
crush…. Traffic,…. It can be
anything…
• We post this as a reference and ask
followers to post their videos
through BBQ Mobile App
• Videos with maximum likes or
shares win a coupon or free dining
TalkToYourFood
#CelebrateTheHunger

55. Any Questions?

56. Summary:
1. Its very important for a brand to have a one
constant messaging
2. One big campaign every quarter or 6 month
is necessary to revive our community on
social media & get them talk about our brand
3. Media spends
Thank You!
Sumit Maurya| Digital Marketing Manager | +91-8767371460