Young's Pubs Case Study.

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We were approached by Young's Pubs to help assist and advise on their social and content marketing efforts. This particular venue made their goal clear from the get-go: to differentiate itself from the competition and to increase its turnover across the board...

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Being in the pub industry, the nature and volume of offerings were immense, stretching from diverse menu items to unique customer service experiences. Our challenge seemed straightforward initially, to gain a thorough understanding of the client's offerings from both product and service perspectives.

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The first step towards this was conducting a detailed content audit, gauging the success metrics of various types of content and identifying their corresponding demographics. Armed with these insights, we organized a series of bulk shooting days, minimizing the client's downtime while maximizing content output. This was vital to avoid any negative impacts on the business turnover.

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However, the dynamic nature of the pub business meant that our content strategy had to be responsive and swift. Seasonal menus and weekly specials necessitated that the content reaches the audience promptly for effective decision-making. Achieving record turnaround times on menu items and specials, our client data showed increased turnover and customer spend.

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Our content marketing strategy particularly stood out with menu specials such as the seafood platter, Côte de boeuf, and pork tomahawk specials, all of which sold out at record speed. This affirmed the power of content-driven marketing.

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Yet, as the festive season approached with the launch of new winter menus, our task became more complex. Not only were we responsible for high-quality content creation, but also for broader digital strategy and promotional campaigns to set the venue apart from competitors.

 

Despite the growing demands and dynamic nature of the business, our photo and video content for Young's pubs received company-wide acclaim. Recognized for its quality and its unique ability to highlight the charm and premium offerings of the venues, it made evident that we achieved our initial goal: making the vision of 'premium, seasonal, British' a reality for Young's pubs.