Case Study: Driving Awareness & Bookings for a New Restaurant
Brigitte Ringelstein
1. Introduction
I launched a campaign for a brand-new restaurant in the heart of the city, a highly competitive dining market—especially leading up to the busy Christmas season. The main challenge was standing out in a crowded industry and attracting enough customers to establish a strong presence.
2. Objectives
My campaign was designed to:
Increase brand awareness.
Drive direct bookings and event inquiries.
Increase website traffic and engagement.
3. Strategy
To achieve these objectives, I implemented the following strategies:
Platforms Used: Facebook & Instagram ads.
Targeting Approach:
Top-of-funnel (TOF) campaigns to attract new customers.
Middle-of-funnel (MOF) retargeting campaigns showcasing PR placements in key media publications.
Geo-targeted booking ads to ensure ads were relevant to the audience who were able to visit the venue.
Ad Types & Creatives:
A mix of still images, videos, and graphic creatives for A/B testing.
Video-first approach for TOF campaigns to quickly build a retargeting audience.
Facebook Events promotions to drive event attendance and boost ticket sales.
4. Implementation
Always-On Campaign:
TOF campaigns focused on increasing website traffic and awareness.
MOF campaigns leveraged PR placements to build credibility and drive engagement.
BOF campaigns to drive direct bookings for the restaurant from our ads.
Promotional Campaigns:
Highlighted special events happening at the venue through geo-targeted ads, boosted posts, and Facebook Events.
Geo-targeting ensured ads remained highly relevant to a local Sydney audience.
Creative Strategy:
A/B tested various ad creatives to determine top performers.
Implemented a video-first approach to maximise engagement and build an audience for retargeting.
Ensured that all visual assets were optimised for social media (vertical format for mobile-first consumption).
Ensured all creatives were optimised for specific placements - feed & story.
5. Results
Taking over from another agency, in one month my campaign delivered outstanding results:
Impressions: +75%
Engagements: +37%
Website Traffic: +92%
Direct Bookings: +100%
Event Booking Inquiries: +100%
Benchmark-Beating Performance - Travel & Hospitality:
Click-Through Rate (CTR): Industry benchmark: 0.90% | Campaign: 3.61%
Cost Per Click (CPC): Industry benchmark: $0.63 | Campaign: $0.35
Conversion Rate (CVR): Industry benchmark: 2.82% | Campaign: 5.61%
Cost Per Acquisition (CPA): Industry benchmark: $22.80 | Campaign: $9.38
6. Key Takeaways
Audience Insights:
The campaign reached an evenly split audience of men and women, predominantly aged 24-35.
Facebook outperformed Instagram, likely due to the allocation of a higher budget towards Facebook Event promotions.
Creative Learnings:
Videos showcasing the “vibe” of the venue during peak hours with text overlay performed best.
People want a preview of the experience before visiting, making high-quality, social-optimised content was essential.
I provided proper direction for photographers and videographers which ensured content was captured in vertical format, optimising performance for social media.
7. Conclusion
This campaign successfully tackled the challenge of launching a new restaurant in a highly competitive market. Through strategic targeting, compelling creatives, and data-driven optimisations, I achieved impressive growth in awareness, website traffic, and bookings.
If you're looking to gain brand awareness, drive more bookings, or simply maximise the impact of your paid media efforts, I can help craft and execute a tailored strategy to meet your goals. Let’s connect and make your brand the next success story!
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Posted Feb 18, 2025
I drove a 92% traffic boost and 100% more bookings for a new restaurant with targeted ads, geo-targeting, and data-driven strategies.
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