Strong Social Buzz
Restaurant Social Marketing
A distinguished regional restaurant group was opening a new concept in a market where they had little to no brand recognition. CWI was chosen to create and manage a social awareness and community introduction campaign for this Atlanta-based companies launch of Lobster Bar Sea Grille on Las Olas Boulevard in Fort Lauderdale.
CWI built a foundation of engaged and fans, developed story arcs that tied the group’s reputation story with the anticipation of something new and special. It was a major investment in a new market for the company, which had previously relied on traditional restaurant pr and word of mouth for openings. With CWI driving a content rich, targeted social and digital strategy, 3 days before the planned opening, we were asked to “slow down” because so many people were coming to the door! Lobster Bar Sea Grille had the strongest opening of any of the group’s other properties, and the social status–engagement and influence–exceeded that of any of their established local restaurant competitors.
Chef’s On A Mission: Sourcing The Best Local Ingredients
Strong Social Engagement
Days Til Open
Social Launch Marketing + 70%
Five days prior to the opening of the restaurant, client requested we “slow down” due to large numbers of people gathering in anticipation.
Integration into Operations
Social fan nurturing extended to the restaurant operations, with CWI providing ongoing lists of those most engaged and socially influential to client to facilitate quiet recognition and further nurturing.
Conversion targeting based on competitor restaurant fans ensured a highly motivated early fan base. It also helped ensure the new restaurant would open with a social reach and active fan base as high if not higher than its established and familiar competitors in the market.