Peaking curiosity to drive valuable noise. Fully booked and the talk of the town.
Marketing Interactive – Agency of the Year 2021 – Social Media
Branding – Digital Launch Strategy
Client: Sexy Crab / Company: Branding Records / Project Scope: Branding, Digital Strategy & Management, Photography / Role: Project Lead, Strategy Lead, Creative Direction
The right amount of content, with the right amount of mystery.
Situation
Sexy Crab wanted to launch at K11 Musea, in a year when more business are closing their doors than opening. Bringing a restaurant specialising in crab roe to Hong Kong, which further added to the uncertainty of the launch.
Approach
Through a creative branding approach and digital and offline marketing to generate buzz that converted to real-world footfall. With a bold client, and an insight into how to generate peak curiosity, we began teasing on social media without revealing too much.
Outcome
4,000 followers and rising. Over a million impressions, the brand received more than 1,500 bookings in just two weeks, keeping the restaurants fully booked five months from the opening, demonstrating that a meaningful brand and a strategic approach to digital marketing can still cut through the noise.
