This reel was a part of our monthly ad reel campaign which set out to establish a brand presence for each F&B mall tenant. During my analysis of the previous month's top-performing content, I noticed a trend: hotpot and mala food content were consistently engaging our audience. This insight led me to propose featuring a particular tenant that aligned with this popular cuisine.
My accounts team also uncovered a unique selling point: this restaurant was Singapore's first conveyor belt hot pot establishment. Recognising the potential of this distinctive marker, I ensured it became the reel's central 'hook' and aligned the script and captions with Instagram's algorithm to maximise audience reach and engagement.
Additionally, we incorporated a value-added proposition by including a mechanic for viewers to receive a small discount when showing the reel at the restaurant. The results were impressive, providing valuable insights that I anticipated would inform and elevate our future content strategies.
Results:
- Broke our IG reel record at 401 likes, up from our former record of 86 (not including collaborations and giveaways)
- Shares surged to an impressive 127 from the average of 15
- Nearly tripled audience reach
The success of this reel set a new benchmark for our campaign, demonstrating the potential impact of combining thorough analysis with strategic content planning.
This project reinforced the value of data-driven content creation in social media marketing. By aligning our content with user preferences and highlighting unique aspects of our tenants, we were able to dramatically improve our performance metrics.