Description
AGENCY: vandenbusken
CLIENT NAME: Ron Blaauw
Campaign started: January 1, 2018
Created at: September 14, 2018
BRIEF
Ron Blaauw is one of the most famous chefs in the Netherlands. He owns five restaurants. Four of the five restaurants are so-called “Gastrobars”. The Gastrobar concept is: dining in a Michelin star restaurant, in a casual setting. Each restaurant has their own signature kitchen, their own website and Facebookpage.
The challenge was, that a lot of restaurant visitors were “hooked” to one of the Gastrobars but didn’t know the existence of the other restaurants. Ron asked vandenbusken for the most effective way for visitors to learn about his other Gastrobars.
STRATEGY:
Target audience:
Facebook followers from the four Facebook-pages and restaurant visitors.
Strategy:
The main objective from Ron and vandenbusken was to create more cross fertilisation amongst the four Gastrobars. What better way to reach the “fans” than to use the Facebook pages? The thing all Ron’s fans have in common: they love his dishes and personality. That was the main reasons why we advised to merge the four Facebook-pages to one: Ron Gastrobars. The new content would be all about Ron and his inspiration for the different restaurants. Now, the big question was: how would we inform the fans and get them on board for this big change?
Creative concept:
Ron’s face and good sense of humor works every time on Facebook. That’s why vandenbusken came up with the video ‘4 tastes, 1 flavour’. We came up with the idea of a video, made out of four frames. Every frame represented a different concept. In the video Ron tells a little bit about every single Gastrobar: how it started and about the signature kitchen. The main message at the end is: ‘we’d love to keep you informed about all our Gastrobars. Therefore, we merged all Facebook pages into one page.
RESULTS:
The main purpose of this video was to get followers excited about the four pages becoming one. The followers loved the video and made great, encouraging comments.
Previous situation four Facebook pages:
Ron Gastrobar
23.666 followers
Ron Gastrobar Paris
3.736 followers
Ron Gastrobar Oriental
8.660 followers
Ron Gastrobar Indonesia
6.026 followers
After merge:
32.765 followers
There were only 39 people who disliked the page.
Facebook video ‘4 taste, 1 flavour’:
41.177 people reached (32.436 organic and 16.714 paid)
1.250 likes
113 reactions
49 shares
23.007 video views
11.600 video views for more than10 seconds
10.330 minutes watched
DOWNLOADS: