The brief
Sup is a new restaurant with breakfast and delivery at the centre of the menu. The work started before the doors opened: build curiosity, build an Instagram following that would still be there after launch, then fill the breakfast tables.
What I did
A teaser before opening. A 'coming soon' video campaign optimised for ThruPlays, so the first people to hear about Sup were the ones who watched the whole thing.
Instagram as the home base. The first traffic campaign was a test. The second, with tighter targeting and new creative, sent people to the profile at well under half the cost.
Breakfast for the people who eat breakfast out. The breakfast campaign's audience was weighted 75% towards women, and a separate campaign pushed breakfast and delivery together.
Cheaper reach as the account learned. Later awareness campaigns used broader placements and refreshed creative to bring the cost per thousand people reached down.
Results
The teaser delivered 66,780 ThruPlays at Rs0.36. The cost per Instagram profile visit fell from Rs10.83 on the first campaign to Rs4.44 on the August campaign, a 59% drop. Reach costs came down from Rs171.52 per thousand on the breakfast launch to Rs98.75 on the September push, which reached 383,324 people.
In short
Tease it, build the following, then go after the breakfast crowd, with every round cheaper than the last.