Some of you may be familiar with Captain K Seafood Tower, a Korean seafood restaurant that serves up nine layers of steamed shells.
Captain K Seafood Tower was launched into the Singapore market in March 2016 and engaged Anspire Consulting as their digital marketing service partner in a few areas of work.
- Website development (http://www.captainksg.com/)
- Food photography and menu design
- Set-up and maintenance of social media accounts (Facebook and Instagram)
- Influencer marketing, hosting of media and food bloggers
A short video on the food presentation:
We have decided to engage microinfluencers (also called everyday influencers), these are defined as influencers with between 1,000 to 100,000 followers, though for this campaign we mainly worked with influencers with at least 30k followers. Microinfluencers are impactful because they capture the highest brand resonance and relevance.
The whole Public Relations (PR) campaign was planned and executed over three months with huge success. Serving of sumptuous and ocean fresh over nine layers was still a new concept in Singapore and the great food innovation was very instagrammable. This proved to be quite viral spreading across Instagram and Facebook platforms and very soon even mainstream media like the local papers and TV channels came for story lines.
The whole influencer marketing campaign was a hit and Captain K was buzzing with customers and soon opened a second outlet.
We will not attempt to debate the effectiveness of influencer marketing in Singapore here but we installed Google Analytics and tracked the results of web traffic as a proxy to the impact of sharing by food bloggers across their social media channels.
The two traffic peaks corresponded with media food tasting sessions with two separate groups of influencers. What is interesting and noteworthy is that the daily average web traffic level was also raised and sustained after that.