Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Tasked with elevating awareness to drive revenue at Cane & Barrel – the newest rooftop bar in St. Petersburg, Florida – we knew we needed to get social with as many St. Pete and Tampa Bay residents as possible. Why? Because although Cane & Barrel is located atop AC Hotel St. Petersburg, the rooftop venue’s aggressive P&L goals can only be met by drawing in a clientele that’s at least 50% non-hotel guests. We therefore wanted to connect with locals, and plenty of them, to showcase Cane & Barrel’s Cuban-inspired dishes, drinks, and colorful design.
One month prior to opening, we created an Instagram page and began teasing the new venue. We focused on connecting with Tampa Bay’s cadre of micro-influencers and content creators whose pages are hyper-focused on local F&B and lifestyle. We wanted to establish positive relationships, plan collaborations, and thus ensure a steady flow of social exposure as soon as Cane & Barrel opened its doors.
Our goal was to create a strong social media presence and increase @caneandbarrel’s follower count among locals who could be turned into loyal patrons.
One of the many promising connections we made pre-opening was with @offlinetampabay, a “local concierge” and restaurant club that inspires people to try new places. To be sure Cane & Barrel got a mention on this well-followed page, we invited @offlinetampabay to enjoy a $150 comp tab while checking out our rooftop bar.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
@offlinetampabay came up to Cane & Barrel shortly after the rooftop venue opened, using the $150 tab to celebrate a birthday / girls night out. The reel that resulted from this visit promoted “the best new GNO spot” with mentions of the view, the vibes, and the very good cocktails – and it generated real results.
Posted at the end of May 2023, @offlinetampabay’s Instagram reel generated the following YTD metrics:
• Plays: 309,368
• Likes: 14,153
• Comments: 137
• Shares: 11,105
• Bookmarks: 8,361
• Accounts reached: 286,285
o 247,675 non-followers
o 38,610 followers
One week after the reel was posted, @caneandbarrel noted the following metrics:
• Increase in total impressions: 67.5%
• Increase in total engagements: 75.7%
Best of all, @caneandbarrel gained 1,249 new followers within the two-week period after the reel was posted – a significant portion toward our now 11.3K follower count.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
We provided a $150 comp tab to generate a reel that’s been viewed 309,368 times – significantly less than a penny per pair of eyeballs; based on the increase in follower count within the two weeks following the reel, we spent 12 cents per new follow.
Division
Digital - Social Media/Social Networking