From Peru to Singapore

When world-renowned chefs Virgilio Martinez and Pía León needed help launching their Peruvian fine dining pop-up restaurant in Singapore, they came to us. Our challenge was to educate and excite a new audience about Peruvian culture and cuisine. Through a creative social media campaign and a precise paid media strategy, our digital marketing agency delivered a sold-out run, ensuring it was a full house every single night.

The Challenge

The primary challenge was to create a restaurant marketing campaign that would build hype and educate the Singaporean audience about a relatively unfamiliar fine-dining concept. We needed to generate buzz and drive reservations by telling a compelling story about Peruvian culture, its unique ingredients, and the world-class chefs behind the experience. This demanded a highly efficient media strategy that could educate the audience while maximising engagement and minimising ad fatigue from a limited budget.

The Strategy & Execution

Our solution was an immersive content strategy that took the audience on a journey. We started with an organic social media campaign, posting a daily countdown to the opening night. Each post "climbed" in altitude, from sea level to the mountains, introducing the unique Peruvian ingredients found at that height and featured on the MASL (Meters Above Sea Level) menu.

Once the countdown was complete, we launched a full-scale paid media campaign featuring video ads and other ad creative that specifically targeted prospective diners. Using continuous A/B testing, we were able to constantly refine our creative and targeting strategy to maximise reach and impact. We rigorously monitored CTR deterioration and refreshed assets within a week to combat creative fatigue and ensure media precision. This allowed the creative team to constantly inject fresh ideas that were proven to resonate with the target audience.

The Results

The strategic combination of a resonating social campaign and a disciplined Paid Media optimisation strategy translated directly into market-leading efficiency and rapid commercial success:

59%

increased engagement rate

21%

improved cost efficiency

12

weeks of sold out seats