Putting Thursday on the map as #DateNight

DesignPPCSocialStrategy

Miller and Carter Steakhouse wanted us to create social buzz around their new Thursday date night occasion.

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Project achievements

Increase in organic monthly reach233%

ROI7.36

Brief

We know hospitality marketing like the back of our pint, so when UK brand Miller and Carter approached us to create social media awareness and drive conversions for their latest dining occasion, we knew exactly what to do.

We needed to immerse their customers in date night indulgence, create content to build anticipation and encourage engagement, and create a hashtag worth sharing.

Approach

We recognised the need to use a combined approach of paid, owned, and earned social media content to engage with both new and existing followers and that we'd need to develop some technological innovations to firmly establish the event on the digital map (we passed that baton to our development team).

We know the power of providing guests with compelling incentives to generate excitement and noise on our behalf, so it wasn't long before our social team had compiled a list of must-haves and #Thursdate was born.

Solution

We created a Facebook Instant Experience ad to immerse people in the indulgence of the occasion and to replicate the act of organising a date night. A campaign-specific messenger bot was developed to help people discover the menu in an engaging way.

We retargeted customers who engaged but didn't book a table and published a competition to Instagram to get those all-important photos of date nights, rewarding with gift cards to drive reach and awareness. We leveraged our influencer know-how to drive awareness further and used Instagram Stories to document #Thursdates in real-time.
Through social listening, we engaged in the right conversations and sourced UGC specific to the campaign.

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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