The much-loved Roebuck on Richmond Hill had been lovingly reclaimed, restored and elevated by the Greene King group, and reopened with a brand-new, more premium proposition. We launched this with a social-first campaign, aimed at boosting engagement among loyal customers, increasing and sustaining growth of traffic and engagement on their social channels, and raising awareness among new audiences. The challenge was to reflect a premium aesthetic, whilst maintaining a social-first approach to stay true to platform behaviour.
For the first 10 weeks of our social campaign to relaunch The Roebuck in Richmond, The Roebuck’s Instagram followers increased by 43% and Facebook followers increased by 8.5%. Reach on Instagram increased by 60% and engagement is up 10.8%, and figures continued to rise. Sentiment on posts was overwhelmingly positive, and visitor numbers increased so much that we had to refocus the social content away from food to drinks, as the pub was struggling to meet demand for table bookings.