BRAND AWARENESS AND SOCIAL MEDIA MARKETING FOR AN ICONIC BAR AND CLUB BRAND
Purple Riot was appointed by iconic bar and club brand, Mahiki, to raise awareness of their recently opened Manchester venue over the festive period. Whilst the venue had a successful launch, it was felt there was still work to do to promote brand awareness and the arrival of the party venue in Manchester.
Our brief was to drive engagement and awareness of the bars offer and location with a quick win social media campaign targeted at the venues core audience of 18-30 year olds based in the North West. Purple Riot created 'Mahiki 30 Days of Christmas', a digital advent calendar comprising of daily promotions to redeem at the bar throughout December. Working with the venues design agency, Creative Spark, we collaboratively created assets that were made up of images, gifs and video, each promoting key messages around food, drink, location and club nights.
Because the project had a quick turnaround, we executed a simple mechanic and asked audiences on Facebook, Twitter and Instagram to engage with the content with comments, tag a friend and 'check in' to redeem. We also ran competitions to win New Year's Eve and food prizes. We allocated a small daily budget to boost each post on Facebook to the Mahiki Manchester page followers and their friends. The campaign yielded some impressive results and while paid media did contribute, the majority of engagement and reach was organic.
The campaign saw huge organic results on Twitter, with average reach of the stronger daily promotions well over 350k. We amplified the reach of the campaign by asking our regional influencer and media contacts to retweet and engage with the content.
We also managed a media campaign with I Love Manchester which included website banners, e-shots and social media promotion and we secured press coverage with regional media including the Manchester Evening News, Manchester's Finest and I Love Manchester.
The campaign was hugely successful in driving brand awareness and social media engagement and staff reported that the daily promotions received positive feedback from customers and there was an increase in footfall and sales.
- 131 % increase in engagement
- 67 % increase in page views
- 220 % increase in page likes
- Total reach 1.9 million
- 159 % increase in profile visits
- 1087 % increase in impressions
- 171 % increase in followers
- 11 % increase in followers
- Total post reach 100K
- Coverage with MEN, I Love Manchester and Manchester's Finest
- Total reach 17.9 million