ERR: Urban Rustic Thai
INVENTING A THAI IZAKAYA
Not just another Thai restaurant in Bangkok. Far from that. The famous duo behind the Michelin-star 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 and make history.
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.
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.
We pushed the concept further by sending our photographers on site to capture lifestyle shots, creating an engaging storytelling.
Vs. 6-8% average F&B industry
At StickyRice, if we know one thing, it's that social media is craving for 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.
IG Organic Views (6 months)
Next? Reaching out. Driving traffic.
Our team at our 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.