SupRestaurants & F&B · Pakistan
From a 'coming soon' teaser to a breakfast crowd, with cost per visit down 59%, for Sup
01 · The challenge
Sup is a new restaurant with breakfast and delivery at the centre of the menu. The work started before the doors opened: build curiosity, build an Instagram following that would still be there after launch, then fill the breakfast tables.
02 · What we did
- 01
A 'coming soon' video campaign before opening, optimised for ThruPlays.
- 02
The first Instagram traffic campaign was a test. The second, with tighter targeting and new creative, sent people to the profile at well under half the cost.
- 03
The breakfast campaign's audience was weighted 75% towards women, and a separate campaign pushed breakfast and delivery together.
- 04
Later awareness campaigns used broader placements and refreshed creative to bring the cost of reach down.
03 · The results
The teaser delivered 66,780 ThruPlays at Rs 0.36
Cost per Instagram profile visit fell from Rs 10.83 on the first campaign to Rs 4.44 on the August campaign, a 59% drop
Cost per thousand people reached fell from Rs 171.52 on the breakfast launch to Rs 98.75 on the September push, which reached 383,324 people
04 · From the dashboards
The numbers, where they came from.
Screenshots from our Ads Manager, GA4 and Meta benchmark reports for Sup. Click any one to see it full size.
Taken from the live account at the time. Account and campaign names may be shortened and some figures are rounded in the write-up above.
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