Hook Land & Sea Grand Opening Case Study - Embark Marketing
Restaurant Marketing, Food and Beverage Marketing, Social Media Marketing, Social Media Marketing for Restaurants, Web Design, Web Development,
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01 Jun Hook Land & Sea Grand Opening Case Study

Posted at 06:00h in Case Studies, Case Study, Food & Beverage by

About

Situated within the Creamery District, once known as the historic Borden’s Creamery, Hook Land & Sea stands as the second endeavor among the five innovative concepts crafted by the esteemed team at Only One Hospitality. Hook presents a craft casual dining experience, featuring chef-inspired dishes and beverages in a relaxed, enjoyable, and welcoming setting. It serves as a hub for communal dining, drawing culinary influences from Mexican, Asian, and American traditions.

Hook Land & Sea
875 E. Ashby Place, Bldg 2 & 3
San Antonio, TX 78212
Website
Facebook, Instagram, X

Project

In anticipation of the grand opening of Hook Land & Sea, the seafood fusion restaurant, the client reached out to Embark Marketing for assistance. They sought support in a range of marketing areas, including website development, social media marketing, public relations, and influencer marketing.

For the purpose of this case study, we are only going to cover the grand opening campaign.

Grand Opening Campaign

During Hook’s Grand Opening Week, spanning from January 15th to January 20th, guests were treated to a series of daily promotions, heightening anticipation for each day’s unique offer. Explore below to discover the promotions featured on each day:

Monday: Complimentary Dip Trio with Food Purchase 
Tuesday: All Day Happy Hour
Wednesday: $6 Hook Burger
Thursday: FREE T-Shirt for the first 100 Guests
Friday: Complimentary Dip Trio with Food Purchase 
Saturday: All Day Happy Hour

Social Media Marketing Tactics

In developing a social media marketing strategy, Embark Marketing worked closely with Hook’s internal content creator to produce top-notch content. This collaboration allowed the agency to implement a unified and compelling strategy seamlessly that included showcasing the new restaurant’s unique cuisine, craft cocktails, branding and atmosphere.

Digital Content

Picture Grid of cocktail, poke bowl, mussels, & cocktail.
Picture Grid of person in shirt, chips and dips, burger in hands and cocktail.

Targeted Ads

Leveraging this content, Embark Marketing implemented a social media advertising campaign, showcasing targeted ads aimed at the San Antonio community across Facebook and Instagram. These ads focused on generating video views, local visibility, page likes/follows, and post engagement.

Public Relations Tactics

Traditional Press:

Embark Marketing implemented a localized public relations strategy to promote and cultivate awareness for Hook. Results included press coverage from 7 press articles across 7 publications. Below are just a few of the articles achieved.

Screenshot of SA Current article for Hook Grand Opening
Screenshot of SA Current article for Hook Grand Opening
Screenshot of My San Antonio article for Hook Grand Opening
Screenshot of My San Antonio article for Hook Grand Opening
Screenshot of Culture Map article for Hook Grand Opening
Screenshot of Culture Map article for Hook Grand Opening
Screenshot of San Antonio Express News article for Hook Grand Opening
Screenshot of San Antonio Express News article for Hook Grand Opening

SA Foodie Social Media Paid Influencer Partnership

In addition to traditional media channels, Embark Marketing connected with SA Foodie, the leading food influencer in San Antonio, Texas, managed by Amanda Spencer. With a substantial following of over 460k and a track record of delivering high-quality content, Amanda was an ideal collaborator. Recognizing the alignment between Hook’s aesthetics and culinary style, we saw immense potential in partnering with SA Foodie to boost brand exposure and elevate social media presence and interaction.

Grand Opening: In late December 2023, Hook hosted a soft opening to help its staff become accustomed to operations before the official grand opening. On January 12th, SA Foodie shared a reel featuring Hook on her Instagram account, offering a giveaway of two $25 gift cards. The giveaway lasted from January 12th to January 19th.

Screenshot of SA Foodie Giveaway Post
Screenshot of SA Foodie Giveaway Post on Instagram

SA Foodie Results


From January 12th to January 13th (day of SA Foodie’s post) there was an increase of 1,079 followers in just one day. From November 4th to November 11th followers grew to 3,589. This chart illustrates the growth of the Instagram account.

Chart depicting the increase of 2,573 followers after Influencer Partnership.
Chart depicting the increase of 2,573 followers after Influencer Partnership.

Final Results

Since beginning to work on their socials on December 22nd to January 31st followers grew to 4,174. This chart illustrates the growth of the Instagram account.

Chart depicting overall Instagram follower gain after Influencer Partnership.
Chart depicting overall Instagram follower gain after Influencer Partnership.

CONCLUSION

Are you ready to sprinkle some magic on your new or existing food and beverage business? We’re here to tantalize your taste buds and leave your competitors in the dust. Contact us today for a free consultation, where we’ll serve up insights on how we can elevate your business’ dining experience, making your customers long for more. Don’t miss out on this delicious opportunity!

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