Event-Based
Social Media Strategy 

Creative ideas often start with a straightforward approach, supported by data. According to Google Trends, the search volume for the keyword "latte art" was steadily increasing each month. It became evident through a successful blog and social media strategy that the local market and loyal customers craved a more immersive experience. Think along the lines of date nights and girls' nights out. People were seeking those Instagram-worthy moments that could create lasting memories. And that's where the idea of a Latte Art Class took off.

The objective was clear. Let’s test the theory and see what the response will be. They needed 20 attendees to make a return on their investment.

Challenge accepted. We began boosting posts for the client's upcoming event on Meta. We also sent out email promotions to their newsletter subscribers and posted updates on their Google My Business page.

Strategies:

Marketing Strategy and Consultation

Social Boosting (Facebook)

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After only 10 days of running the campaign, we had to stop boosting because it generated 110 event responses with 22 marked “going,” and limited spots were available for this class.

At this time, the boost spent $118.98, less than the original budget for promoting this event. This strategy generated a $1.08 cost-per-event response and a $5.40 cost-per-lead (person who marked themselves as going).

Not only did this lead to 110 event responses, but during the time of the boost, 27 people followed the coffee shop on Facebook, an increase from the previous period!

In addition, this led to 10 comments, 6 post shares, 3 post saves, and 49 reactions.

Results:

110 Event Responses

22 “Going” (1000% increase from the previous event)

Gained 27 New Followers

Created Positive Brand Sentiment, Consideration, and Lead Generation