Putien
Social Media Marketing
Platform:
Objective: A well-established restaurant chain looking to strengthen its online presence among Chinese-speaking audiences — with the goal of deepening customer loyalty while driving steady growth
Results: Gained over 2,500 followers in 6 months of operation | Average advertising cost decreased by 40% | In-store visits from the new product campaign increased 10X
The strategy centers on amplifying PUTIEN’s unique culinary identity to attract high-intent diners and convert digital engagement into in-store visits. Rooted in the brand’s signature “home-style” flavors—familiar yet refined—it aims to build authentic awareness and long-term loyalty.
Core Pillars:
– Hero Product as Discovery Driver: Signature dishes are used as the entry point, introducing new users to the brand through must-try items. These hero products are crafted to spark organic sharing within niche food communities, driving word-of-mouth exposure.
– Hyper-Targeted Regional Outreach: To connect with Minnan and Putian cuisine enthusiasts, the campaign spotlights PUTIEN’s Xinghua-style buffet breakfast. Urgency is built through limited-time, limited-quantity, and reservation-only messaging, prompting users to inquire via direct message.
– Converting Awareness into Foot Traffic: The goal extends beyond visibility—strategic content pushes are designed to boost in-store visits during seasonal food festivals and promotions, ensuring digital engagement translates into measurable business impact.