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Holding a promotion on Instagram and Facebook for The Drinkery bar chain

How to significantly increase the number of bar visitors in a week using SMM and targeted advertising

#HoReCa

Input data

Client: a chain of bars in the center of Kyiv called The Drinkery.

Goal: to increase the attendance of a chain of bars in the center of Kyiv by attracting new users using a promotional offer via social networks Instagram and Facebook.

Duration: 7 days (March 20–26, 2023).

Team: project manager, SMM specialist, designer, copywriter.

Problem: The chain of bars sought to increase the flow of visitors in a short period of time and attract an active audience on social networks. The short duration of the promotion (only 7 days) created the risk that the advertising algorithms would not have time to optimize. In addition, the difficulty was the need to synchronize online communication (issuing promotional codes in Direct) with the work of the staff in the bars to ensure the smooth issuance of bonus shots during the order.

Tasks

develop the mechanics of a promotional offer to attract new visitors to bars through social networks;

create creatives and texts for publications and Stories that inform about the promotion and remind about it;

launch and optimize targeted advertising on Facebook and Instagram for the most effective coverage of the target audience.

List of works

Formation of the mechanics of the promotional offer, namely, the user should:
- subscribe to the bar page;
- put "+" in the comments;
- in response to a comment, we send a promotional code to Direct or Messenger to receive two branded shots;
- to get them, the user needs to show our message to the bartender and make an order at the bar (the amount is not fixed).

Development of creatives and writing text to inform.

Informing about the action on the pages and a reminder in Stories:
- 20.03 – message about the action on the pages on Instagram and Facebook;
- 03.23 and 03.25 – a reminder in Stories.

Running targeted ads on Facebook and Instagram posts:
- Pre-test run. Seven days is a short time for advertising optimization. Therefore, a week before the start of the campaign, test campaigns were launched with different audience segments. Advertisements were the institution's publications on Facebook and Instagram. Thus, we accelerated the process of learning algorithms and identified the most effective target settings.
- Action launch. To promote the promotional offer, the following audiences were chosen: by interests (alcoholic drinks, bars, parties, etc.), and look-alike with a size of 1% based on the institution's subscribers in social networks.

Communication with the participants in the action.

Results

Visual and text implementation

Since we regularly conduct photo and video shoots for this client, we used a photo from the latest photo shoot as a creative for the advertising campaign.

Example of communication with participants

Pre-made photos and videos from the institution's latest photo shoots were used to promote the promotional offer.

Publication statistics

On Instagram:
post coverage – 6,012 users;
the number of interactions is 483.

On Facebook:
post coverage – 5,550 users;
the number of interactions is 606.

Results

Visual and text implementation

Since we regularly conduct photo and video shoots for this client, we used a photo from the latest photo shoot as a creative for the advertising campaign.

Example of communication with participants

Pre-made photos and videos from the institution's latest photo shoots were used to promote the promotional offer.

Publication statistics

On Instagram:
post coverage – 6,012 users;
the number of interactions is 483.

On Facebook:
post coverage – 5,550 users;
the number of interactions is 606.

Conclusions

The SMM campaign demonstrated high efficiency in combining digital tools and offline marketing.

Economic efficiency: total costs amounted to 2500.78 UAH, and 117 real customers were successfully attracted.

Conversion cost: the average offline visit price (CPA) was 21.37 UAH, which is an extremely low indicator for the HoReCa niche in the capital.

Algorithm work: a preliminary test run a week before the start was a key decision that allowed us to bypass the short-term limitation of the promotion and immediately show advertising to relevant target audience segments.

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