1. Overview
Blackbird Café, nestled in the bustling Cockle Bay Wharf dining precinct, offers a robust menu of modern Australian cuisine for breakfast, lunch, and dinner with stunning views of Darling Harbour. To stay competitive in one of Sydney’s most sought-after dining locations, the café partnered with Ishaan Khanna to elevate its online presence through professional photography, videography, and strategic social media campaigns, targeting both casual diners and corporate clients.
2. Goals
- Redo all menu photography and videography to showcase the dishes with high-quality visuals.
- Launch effective social media ad campaigns to attract diners and increase engagement.
- Position the café as a prime venue for hosting corporate events by targeting businesses.
3. Challenges
1. High Competition:
Cockle Bay Wharf is home to numerous trendy cafés and restaurants, requiring Blackbird Café to create a distinct digital identity to stand out.
2. Outdated Online Content:
Existing content lacked appeal, featuring low-quality visuals that didn’t capture the café’s vibrant atmosphere or menu offerings effectively.
4. Revamp Strategy
1. Redoing Photography and Videography
- Conducted professional photoshoots of all menu items, capturing the vibrant colours, textures, and plating styles of signature dishes, cocktails, and desserts.
- Produced short-form videos including reels of behind-the-scenes moments, chefs preparing dishes, and customer dining experiences.
- Focused on presenting the café’s picturesque Darling Harbour views to align with its premium location.
2. Influencer Marketing
- Partnered with 7 local food and lifestyle influencers with a combined reach of 300,000 followers to promote the revamped menu and corporate event offerings.
- Organised influencer dining experiences, encouraging them to share authentic reviews and create buzz with branded hashtags like #DineBlackbird and #HarbourEats.
3. Launch Social Media Ad Campaigns
- Created targeted ad campaigns on Instagram and Facebook with visually striking images and captions promoting Blackbird as the go-to venue for corporate events and casual dining.
- Set up custom audience targeting to reach professionals in Sydney’s business districts, boosting awareness for corporate event hosting.
- Implemented limited-time promotions to encourage immediate bookings.
4. Data-Driven Content Optimisation
- Analysed social media metrics weekly to identify high-performing posts and ad campaigns.
- Refined the posting schedule based on peak engagement times, ensuring optimal visibility for content.
- Used A/B testing to improve the effectiveness of captions, imagery, and ad copy.
5. Results
1. Social Media Performance
- Instagram Metrics:
- Engagement rate increased from 4.5% to 8.3% within three months.
- The new menu reels generated an average of 45,000 views each, with top-performing posts receiving 2,500+ likes.
- Followers grew by 30%, from 6,500 to 8,450, primarily driven by influencer campaigns and ad content.
- Facebook Metrics:
- Page likes increased by 20%, growing from 10,200 to 12,250.
- Posts featuring corporate dining setups and Harbour views saw a 25% higher interaction rate than average.
- Clicks on event booking links from Facebook ads increased by 40%.
2. Customer Engagement & Foot Traffic
- Weekday foot traffic increased by 15%, supported by corporate lunch bookings driven by targeted ads.
- Weekend reservations grew by 10%, as new menu visuals attracted food enthusiasts.
- Influencer posts directly contributed to 100+ customer visits within the first two months.
3. Reservation and Revenue Impact
- Online reservations increased by 25%, with 70% of bookings originating from Instagram and Facebook links.
- The café hosted 12 corporate events in three months, generating a 30% increase in event revenue compared to the previous quarter.
- Average spend per customer rose by 15%, as customers were drawn to the premium menu presentation.
6. Conclusion & Recommendations
Blackbird Café successfully revitalised its digital presence through high-quality visuals, influencer marketing, and targeted ad campaigns. The updated content effectively showcased its menu and Darling Harbour location, attracting both casual diners and corporate clients.
To maintain momentum, it is recommended that Blackbird Café:
- Launch seasonal campaigns featuring special menus or themed corporate events.
- Leverage user-generated content by hosting photo contests for customers dining at the café.
- Continue engaging influencers to sustain social media buzz and extend reach.
The transformation illustrates the power of combining professional visuals, strategic marketing, and data insights to drive tangible results in a competitive market.
