1. Overview
Planar Restaurant, located in the heart of Darling Harbour, Sydney, offers a fusion of international cuisines with stunning waterfront views. To attract a younger audience and enhance their digital presence, Planar partnered with Ishaan Khanna for a complete social media revamp. The project focused on photography, video content creation, and influencer collaborations, with a unique hands-on approach that went beyond visuals by engaging directly with the staff.
2. Goals
- Increase Social Media Engagement:
- Improve engagement rates on Instagram and Facebook by 30%.
- Achieve higher interaction through visual content and interactive posts.
- Drive Table Reservations:
- Convert engagement into bookings through direct links on social media.
- Boost weekday traffic by 15% within the first three months.
- Strengthen Brand Identity through Innovation:
- Collaborate with ground staff to create unique content that reflects the restaurant’s personality and appeal.
3. Revamp Strategy
3.1 Visual Overhaul through Photography & Video Content
- Conducted 3 high-quality photoshoots showcasing seasonal menus, cocktails, and event setups.
- Created 10 short-form videos (reels) capturing behind-the-scenes moments with chefs, bartenders, and staff.
- Developed a content calendar featuring carousel posts, story highlights, and event updates.
3.2 Collaborating with Staff to Innovate on Social Media
- Worked closely with the mixologists to create a signature cocktail called the “Fire and Ice” drink, a mix of chilli and mint flavours designed to look visually striking in photos and videos.
- Promoted the drink with exclusive social media previews, resulting in increased orders within the first two weeks.
- This hands-on collaboration demonstrated that innovative ideas from ground staff can enhance social engagement and customer curiosity.
3.3 Influencer Marketing Campaign
- Partnered with 5 local influencers with a combined audience of 250,000 followers to promote the restaurant’s menu and new drink.
- Influencers generated 120 Instagram posts, stories, and reels featuring the restaurant’s dishes and the Fire and Ice drink.
- The campaign included hashtag challenges using #DineAtPlanar and #FireAndIceDrink, which encouraged customers to share their dining experience.
3.4 Data-Driven Content Optimisation
- Monitored Instagram and Facebook analytics weekly to assess which posts performed best.
- Adjusted content strategies based on peak engagement hours, resulting in improved post visibility.
- Leveraged Instagram’s “Book Now” buttons, linking directly to reservation systems for seamless bookings.
4. Results
4.1 Social Media Performance
- Instagram Metrics:
- 340% growth in Growth (%) within first 2 months.
- The Fire and Ice reel received 58,000 views and 1,200 likes within the first week.
- Followers grew by 24% in three months, from 5,000 to 6,200, driven primarily by influencer campaigns and reels.
- Facebook Metrics:
- Page likes increased by 18%, growing from 8,200 to 9,700 within three months.
- Interaction on posts featuring behind-the-scenes content increased by 32%.
4.2 Customer Engagement & Foot Traffic
- Weekday traffic increased by 12%, driven by social media buzz around the Fire and Ice drink.
- The Fire and Ice drink became the third most-ordered item within a month, with 120 drinks sold in the first week.
- Influencer-driven promotions directly contributed to 40 new weekday bookings over three months.
4.3 Reservations and Revenue Impact
- Online reservations increased by 20%, with 60% of bookings originating from Instagram.
- The conversion rate for the “Book Now” button improved by 15%, reducing drop-offs during the booking process.
- The average booking value increased by 8%, as customers were more likely to order the Fire and Ice drink along with their meals.
5. Conclusion & Recommendations
Through professional photography, video content, and innovative collaborations with on-ground staff, Planar Restaurant successfully revitalised its social media presence. The creation of the Fire and Ice drink not only enhanced customer engagement but also demonstrated that content strategies rooted in teamwork can deliver tangible results.
The success of this campaign underscores the value of balancing visual storytelling with interactive experiences. Moving forward, Planar could benefit from:
- Launching a seasonal cocktail campaign with influencer previews.
- Introducing a photo contest for customers, encouraging them to share their dining experience for a chance to win exclusive deals.
- Offering limited-time menus promoted via short-form videos to maintain social media momentum.
