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Savory Bites
Social Media Ads and Content Marketing
Campaign Breakdown

Client Overview:

Savory Bites, a trendy pub located in the heart of  Vancouver, is known for its unique fusion of gourmet bites, craft beers, and a vibrant atmosphere. The client approached our agency with the goal of increasing brand awareness, driving foot traffic, and promoting special events through a targeted social media campaign.

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Campaign Objectives:

Strategy

Our strategy focused on creating visually appealing and engaging content to showcase the pub's atmosphere, signature dishes, and upcoming events.

We leveraged a mix of paid and organic social media marketing to maximize reach and engagement.

  1. Increase brand awareness among the target audience.

  2. Drive foot traffic to the pub during peak hours.

  3. Promote special events, happy hours, and themed nights.

  4. Encourage user engagement and interaction on social media platforms.

Target Audience

Urban Professionals and Millennials:

  • This segment includes young professionals and millennials who live and work in the urban areas of Vancouver.

  • They are likely to be drawn to Savory Bites for its trendy atmosphere, innovative menu offerings, and vibrant social scene.

  • We appealed to this demographic by emphasizing convenient location, after-work happy hours, and modern aesthetics.

Food Enthusiasts and Culinary Adventurers:

  • This segment comprises individuals who are passionate about exploring diverse and unique culinary experiences.

  • Savory Bites can attract this audience by offering a menu with a variety of international and fusion dishes, showcasing creativity in presentation, and using high-quality, locally-sourced ingredients.

  • We promoted special tasting events, chef's specials, and limited-time menu items to engage this audience.

Local Community and Event Seekers:

  • Targeting residents and locals in the surrounding neighborhoods of Vancouver, this segment is interested in community events and gatherings.

  • Savory Bites can become a hub for local events, live music nights, and themed parties to attract this audience.

  • We Promoted loyalty programs, community partnerships, and discounts for locals to foster a sense of community and repeat business.

Platform Selection

Ad Formats:

 

Social Media Platforms: Instagram, Twitter, Facebook, and LinkedIn.

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  • Instagram: This platform is highly visual, making it ideal for showcasing the trendy atmosphere, innovative dishes, and the overall aesthetic of Savory Bites. The use of Instagram Stories and Reels can capture the attention of millennials, who appreciate visual content and often seek out trendy places.

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  • Twitter: Urban professionals often use Twitter for real-time updates, news, and quick engagement. Savory Bites can leverage Twitter for announcing daily specials, promoting happy hours, and engaging with the local community in a more immediate and conversational manner.

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  • Facebook: This platform allows for more in-depth content sharing, event promotion, and interaction with a broader community. Savory Bites can use Facebook to announce special tasting events, share blog-style posts about the origin of ingredients, and create events to engage the culinary community.

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  • LinkedIn: While less focused on the social aspects, LinkedIn can be used to connect with local businesses and professionals. Savory Bites can share updates on corporate events, partnerships, or collaborations, targeting a business-oriented audience within the local community.

 

  • Instagram Stories and Reels (Video Ads): Engaging short videos showcasing the dynamic and lively atmosphere of Savory Bites, featuring behind-the-scenes shots, chef's recommendations, and glimpses of daily specials.

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  • Carousel Ads on Instagram: Highlighting a variety of menu items in a single ad, allowing urban professionals to quickly scroll through and discover the diverse culinary offerings.

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  • High-Quality Image Ads on Instagram and Facebook: Showcasing visually stunning images of signature dishes, emphasizing the unique ingredients, and presenting the culinary artistry of Savory Bites.​

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  • Facebook Event Ads: Promoting upcoming events, live music nights, and community gatherings with visually appealing images and details about each event.

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  • Instagram Carousel Ads: Featuring multiple images from past events or community gatherings, creating a visual narrative of the vibrant and inclusive atmosphere at Savory Bites.

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Reasoning

  • Millennials are drawn to visual content and short, engaging videos. Instagram Stories and Reels provide a platform for quick and visually appealing content that aligns with their preferences.

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  • Carousel ads allow for the efficient presentation of multiple offerings, catering to the fast-paced lifestyle of urban professionals who may be looking for diverse options without spending too much time.

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  • Food enthusiasts appreciate high-quality visuals that highlight the details of each dish. Image ads on Instagram and Facebook allow for a focus on the visual appeal and uniqueness of the culinary offerings.​

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  • Facebook Event Ads are an effective way to promote and drive attendance to specific events within the local community. The format allows for detailed event descriptions and easy RSVP options.

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  • Instagram Carousel Ads can showcase the sense of community and inclusivity, encouraging event seekers to join in and be part of the vibrant social scene at Savory Bites.

Content Calendar

Brand Promotions

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  • Image: High-quality photo showcasing one of the bars signature drinks

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  • Caption: "Savor the moment at Savory Bites 🍻✨ #SavoryBites

Happy Hour Promotions

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  • Image: Close-up shot of a craft beer with a plate of signature appetizers.

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  • Caption: "Cheers to happiness! Join us for Happy Hour every weekday from 4 PM to 7 PM. Unwind with great company and irresistible bites. 🍺🎉 #HappyHourDelights"

Themed Nights

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  • Image: Creative graphic design featuring details of the themed night (e.g., Trivia Night, Live Music).

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  • Caption: "Get ready for a night of [Theme] at Savory Bites! Gather your friends for a [Theme]-filled evening of fun and flavor. 🎶🍔 #SavoryNights"

Menu Highlights

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  • Content: Carousel post featuring popular menu items with enticing descriptions.

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  • Caption: "Start your week on a flavorful note! Dive into our mouthwatering menu favorites. Which one is your go-to? Comment below! 👇🍽️ #SavoryChoices"

Fan Feature

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  • Content: User-generated content featuring a customer enjoying their favorite dish or drink.

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  • Caption: "Cheers to our amazing customers! This week's fan feature goes to [Tagged User]. Thanks for making Savory Bites your go-to spot! 📸👏 #SavoryFans"

Campaign Performance:

Key Metrics:

Impressions:

exposed to 150,000 people online over campaign duration

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Clicks:

25,000 Clicks through to website

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Conversions:

650 visitors directly from content or ads over campaign duration

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Engagement Rate:

5% Engagement rate on main social media platforms

ROI Analysis:

Costs:

Content creation, social media advertising, and promotion costs: $2000.

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Revenue:

Revenue generated from conversions (Visitors, Reservations, Entry) $14000

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Return on Investment (ROI) Calculation:

ROI = (Revenue - Cost) / Cost

ROI = ($14,000 - $2000 ) / $2,000

ROI = 600.00%

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Cost per Acquisition/Conversion:

Benchmark Comparison:

  • Cost per Conversion = Total Campaign Cost / Number of Conversions

  • Cost per Conversion = $2,000 / 350

  • Cost per Conversion = $5.71

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  • Savory Bites' cost per conversion of $5.71 falls within the industry benchmark range of $10 to $20.

Challenges and Solutions

Challenges

Solutions

Limited Initial Brand Recognition:

  • Savory Bites faced challenges with initial brand recognition, especially among a younger demographic.

Enhanced Social Media Presence:

  • Implemented an aggressive social media strategy with visually appealing content to enhance brand recognition among the target audience.

Competitive Market:

  • The restaurant and pub industry in Vancouver is highly competitive, making it challenging to stand out.

Collaborations and Partnerships:

  • Forged collaborations with local influencers and partnered with nearby businesses to increase visibility and tap into their established customer base.

Notable Successes

Brand Awareness Surge:

Within the first month, brand awareness increased by 30%, attributed to engaging content and strategic influencer collaborations.

Themed Nights Attendance Surge:

Themed nights experienced a substantial surge in attendance, with an average increase of 40%, reflecting the successful promotion of events through social media and themed content.

Happy Hour Boost:

Foot traffic during happy hours saw a remarkable 25% increase, attributed to targeted promotions and visually appealing happy hour deals.

Social Media Engagement Growth:

Social media engagement grew by an impressive 50%, indicating increased interaction with the audience through comments, likes, and shares.

Revenue Boost:

With a refined social media presence and strategic promotions, Savory Bites boosted their quarterly revenue by 59%, from $2,200 per month to $3,600 per month.

Lessons Learned:

What Worked Well:

Areas for Improvement:

Visual Content Strategy: Visually appealing content on social media platforms proved to be highly effective in capturing the audience's attention.

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Influencer Collaborations: Partnering with local influencers contributed significantly to increased brand awareness and engagement.

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Targeted Promotions: Tailoring promotions for specific events, such as happy hours and themed nights, resulted in boosted foot traffic and revenue.

Consistent Branding: Maintaining consistent branding across all platforms could be optimized for a more cohesive and recognizable identity.

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Customer Feedback Handling: Implementing more efficient systems for collecting and responding to customer feedback to address concerns promptly.

Conclusion

The content marketing campaign for Savory Bites has demonstrated a substantial ROI of 600.00%, indicating a highly successful return on investment.

The cost per conversion of $5.71 is not only cost-effective but also falls within industry benchmarks, further showcasing the effectiveness of the campaign.

Key metrics, such as impressions, clicks, and engagement rate, meeting or exceeding set targets, emphasize the success of the campaign in reaching and engaging the intended audience.

The Social Media Ads campaign for Savory Bites has achieved remarkable success, not only in terms of ROI but also in increasing brand awareness, foot traffic, and revenue.

The challenges faced were effectively addressed through a strategic social media approach, partnerships, and targeted promotions.

Valuable lessons have been learned, emphasizing the importance of visual content, influencer collaborations, and consistent branding.

Moving forward, maintaining and refining these successful strategies while addressing areas for improvement will contribute to sustained growth and success in future campaigns.

Want to work together?

Contact me below!

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