Rolling Ribs Brew Bar & BBQ
Social Media Strategy / Restaurant / social Content / Videography / Photography / KOL collabs
It's about to get seriously messy.
The challenge
OUR IDEA
It's juicy. It's gravy. It's tasty. Oh yeah.
So why isn't there a queue in front?
Well, perhaps because Rolling Ribs had spent a little too much time perfecting its ribs and maybe not enough saying it out loud where it matters - on social media.
Cutting through the noise is not an easy task when you're busy behind the grill, dry-ageing and marinating all day.
So it was time to bring this gem out to the public, lifting the lid (hehe, nice) on one of the best-kept secrets in town.
Forget perfect. Give us the drip.
Rolling Ribs didn't need another polished food feed telling people how good its ribs were. What it needed was a little more grease, a little more attitude and a lot more appetite.
We went for the kind of food content that stops the scroll: close-ups, messy hands, falling-apart meat, sauce everywhere and shots that make you hungry. No lectures on cooking techniques. No minimal plates. Just big, juicy, indulgent food impossible to ignore. The idea was simple: let the ribs do the talking.
We had our angle.
From an under-the-radar place to a must-try Bangkok restaurant, we turned social media into a real driver of awareness, engagement and foot traffic for Rolling Ribs.
By combining crave-worthy food content, a distinctive social media personality and authentic Bangkok food influencer marketing, we helped turn a great ribs restaurant into a brand people wanted to talk about, share and experience for themselves.
The results
6.4M
KOL Content
Views
3.04M
Average
Monthly reach
7.8%
Organic engagement rate
Industry avg. is 3-4%
KOL collabs
Friends' recs over us. We get it. We know the drill. To back our social media campaigns with an authentic stamp of approval, it was essential to share the food with experts in the field: KOLs. Influencers. Creators.
With a database of over 1,200 foodies in Bangkok, we invited a shortlist of the best palates in town and gave them the creative freedom to discover Rolling Ribs.
From nano to micro influencers, we bet on quality, authentic and meaningful engagement rather than big like numbers. And we quickly became the talk of the town.
OUR response
Anything food-related in Thailand is also Instagram-driven, so we burst through the door with a newly designed feed that would tell the whole story at a glance. Pinned at the top of the page were the restaurant's core values, each revealing the menu through aesthetic and CTA-oriented content.
With a casual and laid-back spirit, Rolling Ribs is all about good times. Super-polished visuals, staged moments and anything predictable were out of the question. We wanted to create a place where people could mingle and be themselves, with a touch of fun, a zest of humour here and there, using the proven social media codes.
next?
With a new growing fan base, week after week engagement and traffic were surging. So how do you keep it going? Social media isn't just about making people hungry anymore. It's about giving them a reason to come back, interact and feel part of something. The food gets them through the door, but personality keeps them around.
For Rolling Ribs, it meant pushing the brand beyond the grill, by creating a social presence with its own voice, humour and attitude and making the whole experience feel as good online as it does around the table.
Whether it was inventing menu sets that match your vibes or creating cheeky plays on words, we came up with unapologetic social media assets designed to convert top-of-mind awareness into actual foot traffic.
Mami Rose
