Iron Hill Restaurant & Brewery
Social engagement was 400% higher than food & beverage industry average
Boosted posts reached 900% more targeted Philly-area consumers than the influencers' organic Facebook followers
Top Instagram influencer ranked the program in her top 9 most-liked posts of 521 posts for the year
Challenge: Iron Hill Restaurant & Brewery wanted to generate buzz throughout the Philadelphia area for their seasonal menu and holiday gift cards and to bring to life the hallmarks of their unique brand: a place where award-winning beer and from-scratch food come together to deliver a fresh, unexpected experience.
Solution: The Motherhood engaged top millennial food and beer influencers to attend in-person restaurant experiences custom-designed for each influencer. The team served as real-time social media correspondents at each visit and published additional content at strategic moments throughout the holiday season. The Motherhood also engaged an auxiliary team to promote the influencers’ content regionally.
Results: The influencer team, which was made up of both traditional and Instagram influencers, created big buzz during the busy holiday season, with engagement on their social media content exceeding the food and beverage industry average by nearly 400%. Their hyper-targeted Facebook posts reached a targeted group of Philly-area consumers at a rate of 900% more than the influencers’ organic Facebook followers, and when the top millennial Instagram influencer on the team published her nine most-liked posts of the year, an Iron Hill post was among them (out of 521 total posts).