Mitchells and Butlers needed us to support the seasonal sales of its Dining Out Card in the build up to Christmas 2017. Focusing on spreading the news across various social media channels, including LinkedIn, Twitter and Facebook, we were asked to reach out to multiple demographics using existing video content. With a set budget for social media advertising and competitions, we needed to generate link clicks to encourage the sale of gift cards.
To continue a conversation with the existing Dining Out Card audience on social media, we created a targeted content plan. This featured key messages directing the followers to the booking page to help drive sales.
We created six Facebook adverts that featured the existing ‘wrap fail’ videos. These were scheduled to coincide with key trading days during the festive season, including payday and the Saturday before Christmas. Each advert featured a different Mitchells & Butlers brand, like All Bar One, Nicholson’s, Toby Carvery and O’Neill’s, so ad targeting was informed by the target audiences of each brand. This allowed us to reach a wide demographic across the UK.
We also ran three weekly Facebook competitions to win a £100 Dining Out Card. This helped to drive more organic followers to the Dining Out Card social media channels.
Posting six ads over three weeks lead to a reach of 375,130, a total of 495,242 post impressions and 5,553 link clicks.
Our boosted posts reached 21,183 people with 7,598 post engagements.
The LinkedIn post generated 28,761 organic impressions, 336 link clicks and 70 social actions.