What was the brief?
We were asked help re-launch the awards, which stopped in 2009, and develop a completely new brand from scratch. The primary focus was to increase brand awareness and encourage restaurants & bars to participate and work with them to get the Nottinghamshire public to vote for their venues. Driving traffic to the website was important throughout the year and particularly during the voting period, where people could vote on a bespoke voting system.
What did we do?
In order to begin social marketing, we created a brand identity for the Nottingham Restaurant & Bar Awards, including a logo, website, directory of venues, both digital and physical marketing material, all of which would help provide branded content to post on social media.
Our promotional strategy for the brand was primarily focussed on social media, increasing brand awareness through organic social marketing as well as specific paid campaigns throughout the year, familiarising audiences with who and what the Awards stood for. Paid campaigns were then crucial in sending audiences to the website to vote during September’s voting period.
We generated a buzz before any major milestones, including the launch parties, voting period and ceremony itself, as well as actively encouraging attendee participation on social media through hashtag feeds and live posting.
Within the first 4 months of of our work, the awards gained 3,000 Facebook likes, and substantial traffic was driven to the site, which resulted in plenty of voting submissions. In the first year, the combined reach of our efforts across all social media platforms was almost 1,000,000 people. 47% of the site’s traffic came from social media, and social media referrals were responsible for 30% of the first year’s votes.