AVOBAR - MEDIA RELATIONS, DIGITAL AND KOL STRATEGY

Overview

In 2019, London’s original avocado themed restaurant Avobar ventures out to Hong Kong to open its first international extension in K11 MUSEA, Tsim Sha Tsui.

Strategy

Integrated Marketing Strategy - We launch a holistic campaign consisting of media relations, digital management and KOL strategy to promote the launch of the restaurant and position Avobar as the one of the first superfood restaurants in Hong Kong. Creative Social and Content Strategy - We establish Avobar's social presence in Hong Kong by leveraging the viral nature of social to launch different campaigns and ad promotions to engage with our fans online. Through the development of creative marketing content that aligns with the global brand direction, we helped generate brand awareness, built a strong community of loyal fans, and enabled our content to reach the right audience to drive foot traffic and sales. Media Relations and Influencer Marketing Strategy - We organized a media and KOL tasting day with over 50 people attending to let editors and influencers preview the venue and sample the food before the official opening of Avobar. To sustain the momentum of the PR efforts, we continued coming up with multiple PR angles and marketing campaigns throughout the year to attract more media, KOLs and the public to visit Avobar.

Results

• Created Avobar's brand page from scratch and acquired more than 3,800 fans • Attained a higher engagement rate than the industry benchmark across both Facebook and Instagram • Successfully launched different social media ad campaigns that reached a total of 1,000,000+ people • More than 800 media coverages were gained in the 1 year retainer period with a total PR value of over $41 million • Successfully invited more than 50 KOLs and food bloggers for a tasting, reaching a minimum reach of 1,400,000 people

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