End-to-end launch strategy, video production, stunning food photography, and social campaign management resulting in page growth of 246%

Client Needs:

When Craig approached us, his family had just taken over the Rocks Bar and Restaurant in Dunbar. Historically, The Rocks had been a local hub of activity and firm favourite and Craig’s mission was to restore it to its former glory. Craig came to us looking to create a ‘buzz’ around The Rocks again, build up a positive reputation, and launch towards full capacity.

The Solution:

We carefully planned a fully integrated launch strategy in close partnership with the ownership team at The Rocks. This involved the production of stunning video footage, food photography, the development of a word press website, and the creation of a chat-bot that were all used in a launch campaign that reached over 250,000 people, resulting in page growth of 246% in just 7 days.

The restaurant’s coastal location was central to the pre-production ideation process where we developed the ‘7 elements’ of The Rocks that gave us the shot list for our video shoots and informed our content creation across social media, print and web.

  1. Dine
  2. Drink
  3. Stay
  4. Celebrate
  5. Experience
  6. Local
  7. Fresh

To compliment the huge engagement on our competitions, we had developed a messenger bot on the back end, that allowed us to subscribe all entrants into an automatic sequence that provided added value and exclusive offers such as the sequence flow demonstrated below which included a loyalty scheme where subscribers could get monthly promotions and offers, giving us a valuable tool to increase the lifetime value of customers.

Some of the key deliverables of the project were:

  • Facebook likes skyrocketed from 1,300 to 4,500 in 7 days (246% growth)
  • Messenger bot opt in rate of 96%
  • A single video with 90,000 organic views
  • Launch competition with 3,400 shares and 200,000 organic reach

Having worked with The Rocks on strategy, brand, website development, social media, video and photography, and print assets, this is the perfect example of a successful 90-day launch campaign.

"We employed the team at Outlaw to deliver a launch strategy for this new restaurant. Initially when filming the visual assets, they worked seamlessly around a refurbishment and the finished articles were great. The results from the launch campaign were impressive with our Facebook page growing significantly in a very short space of time. An easy outfit to work with, who continue to over deliver on all of their services for our portfolio."
Craig Minto