From the beaches of Hawaii to the streets of London, Island Poké filled a noticeable poké-sized gap in the market when it launched in 2016. Creating Europe’s first vegan poké, collaborating with a host of popular restaurants and placing sustainability at the heart of their brand, it is no surprise they’re consistently expanding their offering across the UK and beyond.
With an upcoming venue launch in the seaside town of Brighton, raising awareness of their fantastic brand in this exciting new location was key. Working hand-in-hand with the brilliant team at Island Poké, we set out to establish a venue launch campaign that drove brand awareness, footfall and conversions.
Read on to see how we did it…
We split this project into two phases:
Our SEO Specialist conducted location-specific keyword research to shape the promotional plan across Island Poké’s brand. This meant we could deliver content guidelines and copy optimisations with key search terms to boost the brand’s exposure beyond their expectations.
Next, we embarked upon a fulfilling paid advertising campaign. We set up both PPC and paid social campaigns to ensure all loyal poké fans were reached, using a combination of Google ads and Meta to make Island Poké’s shiny new venue known and instantly recognised.
Harnessing the power of paid media, we ran a six-week opening campaign, offering customers who signed up for their newsletter 50% off a House Bowl on their first visit to Island Poké Brighton.
We created a unique and bespoke campaign landing page to track the direct conversions from these campaigns. This enabled the team at Propeller to provide accurate reports on:
- Page views
- Engagement rates
- Top performing keywords
- Click-through rates
- Conversions in the form of database sign-ups
Not only did our campaign drive amazing results, but it also gave great insight into the customer demographics. Data from the campaign showed that the 25-34-year-old age group emerged as the most engaged, contributing 30% of all conversions.
The campaign delivered an impressive set of results:
- Over 1,200 new sign-ups to the Brighton database
- 66,000 individuals received the ads
- 215,000 impressions
- Over 3,000 clicks to the website
- Over the six weeks, the Brighton venue opening campaigns directly generated over 250 direct sign-ups
- 666 bowls claimed from the promotion
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