Local restaurant, Pitt St Diner, sourced Digital Fuel to build & manage their social presence. The overarching goal of the campaign was to exploit the Diner's core competency as a hidden gem, providing locals with an authentic taste of Southern Europe here in Redfern, Sydney.
The key channels to tap this competency involved Facebook and Instagram. Both maintenance and delivery of organic content, alongside development and optimisation of paid advertising proved crucial to reach campaign KPIs. Specifically, KPIs involved engaging current patrons, acquiring new and long-term customers and positioning Pitt St Diner as the best Southern European restaurant in Sydney's inner-west. The key measurements included social engagement and follow-rate, as well as how this translated into restaurant attendance.
Pitt St Diner's challenges were threefold; they lacked the ability to scale their social presence, measure the effectiveness of their existing efforts and required a holistic digital strategy to position themselves in the market. Digital Fuel were able to utilise their digital infrastructure to tailor a unique brand strategy and capitalise on their in-restaurant experience. This would prove essential in fostering engagement from a new and existing customer base.
Foremost, brand guidelines were formulated to identify Pitt St's current market position and core competencies. Digital Fuel saw opportunity to tap into their capability as a local 'hidden gem', which served as the foundation of all messaging across both organic and paid social media. Through vigorous understanding of Pitt St's brand and customer profile, Digital Fuel developed highly targeted prospecting and remarketing paid media campaigns to support all levels of the marketing funnel. From industry analysis, to target marketing, to creative development and campaign launch and optimisation, Digital Fuel drove these campaigns to market.
Year on year, Digital Fuel were able to grow Pitt St's Instagram and Facebook follower base by a substantial 38% and 33% respectively. More importantly, this engagement translated to an influx of restaurant patrons, many of whom have become long-term customers. Over the two year long relationship between Digital Fuel and Pitt St Diner, restaurant revenue has continued to increase inline with social media efforts. Restaurant owner Gary Prebble believes;
The team at Digital Fuel has consistently surpassed our expectations. We've had a number of record-breaking months with these guys, and expect many more as we continue ahead.