I planned and executed a social media campaign for Paradise Charcoal Chicken. The strategy was to introduce a wider variety of content to entertain, engage and inform audiences of acitivities at the chain of restaurants. I added their menu, locations, and other highlights to engage audiences and help grow their social media following. This helped to build trust, increase engagement and loyalty to the brand, whilst also driving traffic to the restaurants.
Previously the posts had consisted mainly of food shots, I expanded this by adding testimonials, staff photos, foodie quotes, and informative content. I also made better use of the architecture within the social media platforms. On Facebook I added the four locations, nesting them under the brand page, which allowed users to use the ‘find nearest’ function, whereas previously there had just been the one location of the first restaurant. I also added the restaurant menu to the Facebook profile.
On Instagram I made better use of the platform by posting Reels, Stories and IGTV videos, as well as static, carousel and video posts on the grid profile. Reels especially currently receive wider coverage and number of views. It can be seen below that during a period of 2 months, followers increased by 40%. Analytics showed that impressions and engagement also improved during this time.
I also added Highlights for relevant topics including Offers, Competitions, Highlights, Menu, Catering and Locations, allowing users to be able to easily access this information on the profile page (see below), and allowing Stories with strong engagement to utilised for a longer period.
The below posts show a cross section of the different content types, and the styles I used for some of these, for example, testimonials always on the Paradise Red background, and quirky quotes on a neutral tint, which contrasted well with other content, whilst not introducing off-brand colours. For the Highlight icons I used the Black and Red Paradise brand colours. I wrote the copy for these posts, and researched relevant hashtags.
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