The Challenge:
A restaurant group in Dubai Marina aimed to enhance its online presence, increase foot traffic, boost online orders, and build strong community engagement. Despite having an Instagram account, their social media efforts were inconsistent, and they lacked a presence on TikTok, missing out on a major platform for viral food content. Additionally, influencer collaboration opportunities were underutilized, leading to missed marketing potential.
Key challenges included:
- Weak social media presence: Inconsistent Instagram posting, sometimes only once a month.
- No TikTok strategy: No presence on a platform known for viral food content.
- Low engagement: Limited community interaction and brand awareness.
- Offline dependence: Heavy reliance on foot traffic with minimal online orders.
- Unstructured influencer collaborations: Missed opportunities for word-of-mouth marketing.
The Solution:
A structured social media strategy was developed, focusing on Instagram and TikTok, engaging content creation, influencer collaborations, and paid advertising. The goal was to drive brand awareness, increase online orders, and create a loyal customer base.
Proposed Execution:
1. Platform Optimization: Instagram & TikTok
- Launched a TikTok account from scratch, creating fun, trendy, and engaging content.
- Revamped Instagram strategy, increasing interactive stories, high-quality posts, and engaging captions.
2. Content & Engagement Tactics
- Developed viral content for TikTok, targeting food lovers.
- Designed Instagram stories & posts to drive online orders and foot traffic.
- Implemented lead generation campaigns to attract new customers.
- Introduced themed posts to strengthen brand identity.
3. Influencer & Community Growth
- Partnered with local influencers to create brand buzz and credibility.
- Organized an influencer campaign to promote new menu items.
- Launched community-driven initiatives to build brand loyalty.
4. Paid Ads & Promotions
- Ran targeted paid ad campaigns to drive online orders and restaurant visits.
- Introduced promotional discounts to encourage customer action.
Results:
- Massive Social Media Growth:
- 1M+ total TikTok views in the first 3 months.
- Multiple viral videos (400K, 200K, and 100K+ views within 24 hours).
- Increased Instagram followers and engagement.
- Business Impact:
- Ranked in TikTok searches for restaurants in Dubai.
- 20% increase in online orders within the first 2 months.
- 100% increase in sales of new menu items through influencer promotions within 1 month.
- Community & Influencer Success:
- Highly engaged comment sections on TikTok & Instagram.
- Structured influencer collaborations led to higher brand credibility.
Conclusion:
Through a data-driven strategy, creative content, and influencer collaborations, the restaurant transformed its online presence, increasing engagement, visibility, and revenue. This case study demonstrates how the right social media approach can turn an underperforming brand into a digital success story.
For organizations seeking to maximize their global digital potential, partnering with Elevate Digital can unlock transformative insights and competitive advantages.