The Brief
A family-owned sukiyaki group with 3 branches across Bangkok had zero digital presence — no Instagram, no Facebook page, no LINE OA. They relied entirely on foot traffic and word of mouth. With a new branch opening in Thonglor, they wanted to build an audience before launch and drive sustained bookings across all three locations.
The Strategy
We launched a 90-day programme combining four channels. First, a monthly food photography shoot produced 80+ assets per session — moody, on-location shots that established a premium but approachable brand tone. Second, Instagram and Facebook were launched simultaneously with 5 posts per week and consistent story coverage. Third, LINE OA was configured with a rich menu, welcome message flow, and a loyalty stamp card — then grown through in-store QR codes and social promotion. Fourth, Meta paid ads geo-targeted Bangkok diners drove both LINE follows and reservation enquiries, with creative A/B tested weekly.
The Results
Within 90 days: 12,000+ LINE Official Account members. Instagram grew from 0 to 8,400 followers with an average reach of 45,000 accounts per month. The Thonglor branch opened fully booked for its first two weekends. Paid ad ROAS averaged 3.8× across the campaign period. By month 4, all three branches were consistently fully booked on Fridays and Saturdays without paid spend.
Campaign Gallery
