From May 2022 to August 2023, a new content strategy was implemented for Union Latinos, a Latin restaurant with locations in Vancouver and Surrey, BC, to boost visibility, enhance engagement, and build a stronger community.
The Strategy:
The goal was to build an engaging and relatable online presence that truly resonated with the community, embodying a warm, cheerful, and approachable tone. At the same time, we ensured the brand remained fresh and fun while staying current with trends, always celebrating the vibrant Latin culture at its core.
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Increased Reels Content: A greater emphasis was placed on producing Reels that embraced trends, showcasing dishes, services, and key updates in a dynamic and lively way.
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Featuring the Team: The inclusion of more staff members, particularly the restaurant’s founders, added a personal touch to the content. This strategy enabled the audience to connect with the people behind the brand, fostering a deeper sense of community and authenticity.
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Interactive Content: Engaging content such as games, questions, and contests was developed to stimulate audience participation.
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TikTok Account Creation: A new TikTok account was created, featuring fresh content infused with humor to attract new audiences.
TikTok Samples:
Posts Samples:
Goals Achieved:
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Over the course of 16 months, we successfully cultivated a vibrant organic social media community, growing their Instagram following from 2,361 to 4,710 followers. This impressive growth represents an average increase of about 180 followers each month,r eflecting a 99% growth rate.
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We also saw a remarkable 50% increase in views, significantly enhancing brand visibility. Engagement rates improved correspondingly, reflecting a deeper connection with the audience and a more active online community.
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On TikTok, Union Latinos gained over 30,000 followers, accumulating a total of 546,000 likes across all videos, further amplifying the brand's reach and engagement across platforms.