HOW WE GREW OUR CLIENT'S SOCIAL MEDIA ORGANICALLY
FROM ZERO TO HERO
From completely dormant to a 1897% increase in social reach with Mughlia Baithak.
After tasting their food we were floored but the public had no knowledge of them. That’s when we stepped in for a Digital Brand launch and a Digital PR campaign which had great results. At the same time, we decided to revive their virtually dormant social profiles
THE BRIEF
Social media was one of our primary strategies behind Mughlia Baithak’s digital explosion. After discovering that their Facebook and Instagram accounts were inactive, we knew that relaunching them would play a key role in reigniting consumer love for the brand. Our goal was to get the flavor and the heat right – we were dealing with a restaurant with amazing food and an incredibly historic location that needed us to light the way for the future.
THE DETAILS
Located in the beautiful Wah Gardens Mughlia Baithak rivalled famous legacy restaurants like Monal in Islamabad or Cuckoos Café in Lahore. The restaurant simply did not have the social media success of its competitors. We were asked to carry out a social media campaign with ZERO AD BUDGET! We took it up as a challenge to provide organic reach by quality content alone.
REFRESHING FACEBOOK & INSTAGRAM
Our first step was to get Facebook and Instagram up and running again. We knew a legacy like Mughlia Baithak would still be highly interesting to a large audience – they just needed a way to connect. So we collaborated with Mughlia Baithak’s marketing team to reintroduce the brand on social media. This all tied in with the exciting lead up to their launch.
BUILDING ANTICIPATION
During the build-up to the restaurant's launch, we built anticipation and gave the brand maximum exposure by integrating Mughlia Baithak’s offline campaigns into our social content. On a zero AD budget, our posts started garnering public attention and shares running into viral views of hundred of thousands.
ENGAGEMENT FOR MUGHLIA BAITHAK SOCIAL MEDIA
Their revived social presence had gained serious momentum in growth and engagement and it’s been on an upward trend ever since. We appealed to a broader audience and maintained the careful balance between their heritage brand legacy and their new digital image by posting a combination of vintage imagery, current designs, quirky info and upcoming dishes. Older Mughlia Baithak fans were pleased and a younger target audience was hooked. Social analytics continues to look good, and we continue to love working on this brand. Our primary target continues to be men and women between the ages of 25-45 who love the food and love the social media campaigning.