Ted’s Café Escondido

Challenge

Ted’s Café Escondido is a Mexican chain restaurant that came to the Kansas City market in 2015 and, with little marketing, experienced a slow build of brand awareness and in-store traffic. In order to match status, traffic and sales achieved in its home market, Ted’s wanted to trial using social media to grow brand awareness among its target audience. Ted’s engaged Sturges Word to increase social media followers and engagement despite its limited social following, diluted social presence as a result of operating three Facebook pages and no budget for paid promotion.

Solution

As part of a larger campaign, Sturges Word Communications recommended a week-long contest to bolster social media impressions and increase brand awareness without spending any budget on paid advertising or boosting posts.

• To enter, participants were asked to answer the question: why they wanted to win a free happy hour and who they would invite.
• Using carefully crafted copy, Sturges Word increased reach on the contest without directly asking participants to tag their friends and violating Facebook’s rules. However, because most users did tag their friends, the campaign still had the desired effect of growing awareness.
• After a week, three winners were selected. At the happy hour, the winners were encouraged to take pictures to post on social media, further adding to our reach.

Results