Reigniting Miller and Carter's social media

PPCSocialStrategy

As the agency behind Miller & Carter’s social media channels, we had to adjust our content strategy when the pandemic hit. With restaurants closed, we focused on "keeping the lights on." As the end of lockdown approached, we started planning how to bring diners back.

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Project achievements

Increase in social media impressions663%

Increase in Instagram followers22.9%

A photo of a smartphone. The smartphone screen displays a social media post from Miller and Carter.

Brief

"As the end of lockdown drew closer, we needed to strategise how to re-engage diners and entice them back into Miller & Carter restaurants.

The brand team wanted to embrace storytelling with content that could tap into emotions, increase retention, and influence behaviour, while also upskilling its local teams."

A photograph of a social media strategy workshop in progress. People are sitting around dinner tables in a Miller and Carter restaurant. Two people are leading the session, Maxine Catley and Emmaline McAndrew from Brew Digital, the specialist hospitality marketing agency in Birmingham.

Approach

To understand what Miller & Carter’s social media audience wanted, we held a deep-dive collaborative workshop to uncover the hospitality brand's current performance, audience personas, tone of voice, and strategise a new focus on storytelling through social media video and ephemeral content.

Two smartphones sit next to each other. Each smartphone screen displays a different social media post created by Brew Digital, the hospitality marketing agency.

Solution

"We created a 360-degree social media strategy that included organic and paid content, upskilling local sites through social media training, growing relationships with on-brand content creators, and increasing the use of authentic UGC.

Our videographer created a library of social assets for the brand to enable them to capitalise on the popularity and reach of Reels and Stories. By adopting a proactive outreach strategy and tapping into the brand's local social media pages, we increased clicks through their booking forms and menu web pages by 1,353% and increased engagements by 482%."

What our clients say

Ellie Rowell

Marketing Executive at Miller & Carter

Post-pandemic we really wanted to concentrate on Stories and Reels to engage our audience and were delighted that Brew took on this challenge with as much enthusiasm as we did. We were especially impressed with how Brew embraced new trends and features to promote our brand storytelling, showing that they really understood the assignment. Thanks to Max, Beatrice, and the content team for all of their hard work; it’s been crucial in our post-pandemic digital marketing efforts!

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