The Brief
The Let’s Get Social team was tasked with developing a social campaign supporting Hook & Ladder’s brand building – igniting brand excitement and resonance with coffee lovers and foodies in Limerick and Waterford.
The objectives were as follows:
– Increase Hook & Ladder cafe chain brand awareness
– Boost brand engagement
– Drive visitors to the H&L webpage
– Build posts, reels and stories weekly to target foodies and coffee lovers
– Develop topical campaigns around corporate catering for LinkedIn
The Idea
Hook & Ladder enquired about the goal of building brand awareness in Limerick, Clare, South Tipperary and Waterford and driving customer traffic to their cafes. Key service offerings for promotion includes takeaway, in-cafe dining, bakery orders and corporate catering.
Commencing with a brand refresh the design team focused on developing a new look and feel for the social platforms. Foodies and coffee lovers were targeted with highly visual content and messaging.
Our PPC team then set to work to learn about the local cafe and restaurant industry. We knew it was hyper competitive, therefore we had to stand out with our own Paid Search Strategy.
The Results
Let’s Get Social work closely with the Hook & Ladder team to build monthly content plans that focus on building engagement and attracting new followers. Over the last 6 months, there has been a X% increase in followers and an increase of 75% in engagement.
As well as creating a range of static and video content for H&L’s social media accounts, we also formed and defined the tone of voice used across social platforms and built a healthy social media presence that drives a lot of daily user generated content (UGC).
Optimisation: We continually optimised campaigns to ensure the budget worked as effectively, driving efficient results.
Reporting:
Detailed monthly reporting, to identify further opportunities for improvement and expansion. Using a data-led approach we created actionable insights that were fed back into campaigns.
Attribution and Tracking:
We utilised important tracking capabilities to better measure campaign effectiveness.
Reached over 300K in first six months of social media management
