ERR: Urban Rustic Thai
Social Media content / Monthly shooting / creative Content / Videography / Photography
Inventing a Thai Izakaya
The challenge
OUR IDEA
Not just another Thai restaurant in Bangkok. Far from that. The famous duo behind the Michelin-starred restaurant Bo.lan had launched "Err," their brainchild, a few years ago with an eccentric vibe to it. Combining their unmatched love for Thai food and skills in fine dining, Err had a lot going on and had secured a loyal clientele. But (...there's always a but), after changing location and getting hit with COVID measures repeatedly, the brand was losing its boldness and was lacking local traction.
If there's food, we're in. Plus, it's REALLY good. After trying it for ourselves, we instantly got it: Err is homie yet edgy, colorful, provoking, and doesn't take itself too seriously, even when the kitchen is helmed by 2 Netflix-featured Michelin Chefs. Err is the antithesis of Bo.lan. In an F&B world governed by social media tastes, trends, and noise, we knew what we needed to do. Err was about to come alive again.
The rest was history.
our response
Despite having this rich background and quirky vibe, it didn't transpire online. Quite the opposite, frankly, Err was appearing as a simple old-school Thai restaurant without much fuss to it. So for us, the first step was to revamp the brand's look and feel across their social media channels. It was about remodeling a really offbeat venue with its own codes and style. Along with the Chefs, our creative team reimagined Err as this informal Japanese place where you can sip and eat all day long without a care in the world... with a Thai touch. A Thai Izakaya.
x7
New customers
(first time guests)
9.7%
Average sustained
Engagement rate
Our team at Garçon!, our sister social media agency, designed advertising campaigns across both Facebook and Instagram, creating batches of new targeted audiences while testing out different calls-to-action. We created catchy versions of lunch sets aimed at recruiting a new local crowd, new jobbers on the lookout to uplift their lunch break routine.
Beyond awareness, we focused on turning curiosity into action. By refining the targeting and tailoring our messaging to different audience segments, we helped Err become part of the local conversation, reaching people who were not only discovering the restaurant but actively considering it for their next lunch, dinner, or after-work gathering.
Off-peak hours
occupancy
+13%
The results
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We completely reimagined the mood and tone of the restaurant, coming across as a flashy, vibrant, and exciting venue. Our graphics on Facebook and Instagram instilled that modern vision while always working around the essence of Err: Thai food with a Chef's twist.
From bold colors and playful typography to striking food photos, every element was designed to make Err instantly recognizable in the feed. The goal was to bring the restaurant's personality back to life and create a social presence that felt as lively, unexpected, and unapologetic.
At StickyRice, if we know one thing, it's that social media is craving innovative content. Having neat photos of dishes is one thing, but to continuously stand out on overcrowded platforms such as Facebook or through demanding formats like Instagram Stories, we knew we had to take it up a notch. So we brought our content to life and created short, animated assets to populate Err's accounts with feel-good and uplifting posts. By adding movement, humor, and personality to the feed, we gave Err a more dynamic voice and another way to connect.
Let's be more quirky
