When Miller & Carter opened its brand new restaurant in foodie-central Bristol earlier this year, they tasked us with finding new and exciting ways to increase engagement and followers on their brand Instagram account.
Our influencer outreach strategy was to find local influential ‘foodies’ to enable us to tap in to the Bristol food scene. Not only would they be able to share great images and content with their followers, but they could help spread the news of the new Miller & Carter in Bristol. A large Instagram following was important, but the quality of their followers was what we focused on, as we wanted to create an audience of food lovers that would engage with the content and stories.
We set up four individual Instagram takeovers, spread over a period of four months to ensure a continued level of activity. Each takeover consisted of a local influencer pre-promoting their takeover of the Miller & Carter story in the run up to their visit, regular posting to the story throughout, and hosting a competition on their own page to offer their followers the chance to win a gift card providing they like the post and follow the Miller & Carter page.
The four takeovers achieved over 300 new followers on the Miller & Carter brand Instagram account, and the stories had an audience of 3,770 with the story posts having a combined total of almost 20,000 views. These results provided us with a great example of how local site-specific activity can have a positive impact on wider brand social accounts.