Creative, Social

China King

Social
Performance
Creative

Social

  • BACKGROUND​
In the F&B business for over a decade, Indian Chinese cuisine is one of the cornerstones of street food for metro city Indian consumers. A stand-alone for the group via its order online platform, its success has now seen a new dine-in experience in Dubai.
 
  • OBJECTIVE
Being an online-specific service, digital was their primary focus. Targeting Indian-Chinese cuisine lovers and Introducing it to non-Indians while positioning the brand as a leader in the Indian-Chinese restaurant business in Dubai. To create attention grabbers by reflecting the food experience online making the brand instagrammable
 
  • SOLUTION​
Our social research team focussed on 8 content pillars (Dishes, Drink, Online Orders, Engagement, Occasions, History, and Education) and a move away from focusing purely on dishes which were the benchmark that was to achieve our KPIs.
We also increased 60% of an overall strategy to dynamic content (Videos).
Launched 2-3 contests, and fan giveaways that encouraged UGCs and Reviews
 
  • RESULTS ​
 

296%

increase in followers

34.5%

increase in organic social sale

44%

increase in social discovery

61%

increase in social search

23.5%

increase in website traffic from social pages

Performace

  • BACKGROUND​
    • Awareness
    • Consideration
    • Conversion
 
  • OBJECTIVE
    • Followers, Engagement
 
  • RESULTS ​
 

Creative

  • BACKGROUND​
Kings Group has been a big name in the F&B business for more than a decade. With flagship brands like Amristr UAE being popular for Indian Dining experiences, the client wanted to expand its customer base online. With its restaurants always full, the need to promote online ordering became the key focus of the management team. Driving more followers to social platforms for a stronger brand identity was another important goal of the brand.
 
  • OBJECTIVE
Accelerate online orders, restaurant footfall and social media follower rise while also working on getting Amritsr UAE to be ranked by popular websites as a top Indian restaurant in Dubai.
 
  • SOLUTION​
As dishes were a delight we focused on food photography and added it to the content and Increased the human element in its social content, from the team, customers and suppliers.
Increased video content that increased engagement reviews, launched weekly contests and used the healthy sweet line as giveaways to encourage additional reviews and UGCs. Restaurant dine-in vouchers from games helped educate the target audiences about vegetarians being a healthy cuisine.
 
Screen Shot 2022-10-25 at 11

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