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Hooters

The Challenge

Hooters was an unknown brand in Thailand when it first launched in the country back in April 2014. Our objectives were ambitious:

  1. To raise Hooters’ brand awareness among Thai people (specifically Bangkok and Phuket residents).
  2. To encourage tourists to visit Hooters Phuket more than one time during their average 7 to 10-day stay.
  3. To help Hooters recruit staff before their opening.
  4. To ensure high restaurant occupancy rate right from the launch.

OUR APPROACH

ALL OUT AGGRESSIVE MARKETING COMMUNICATIONS STRATEGY

This called for content development for social media, website, print, and on the ground guerilla marketing activities.

We then put Hooters Phuket on the radars of tourists visiting the island destination. We did this by optimising their website for search engines and rolling out a 6-month Google Adwords campaign targeting tourists in Phuket and aimed at placing Hooters as one of the “must do” attractions while in Phuket.

We used social media platforms in recruiting the most qualified waiting staff, kitchen staff, managerial staff as well as the famous Hooters girls for the establishment. In running highly targeted recruitment campaigns on social media, we were able to successfully recruit most of the staff needed 3 weeks before the opening of the restaurant.

Our teaser campaigns targeted Phuket residents and tourists which all led up to the grand opening on the 1st of June 2014. The net result of our combined efforts included the restaurant being fully booked from Day 1.

Bangkok Marketing Agency - Hooters Case Study
Facebook Agency Bangkok Thailand - Hooters Case Study
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Social Media Agency Bangkok Thailand - Hooters Case Study

POST LAUNCH

Our advertising campaigns now extend to targeting tourists from Russia, South Korea, China, Singapore, and Malaysia. And to keep Hooters Phuket on the map we continue running social media competitions, communicating special offers, and promoting events.

WHAT WE ACHIEVED

New Facebook Fans

25,000+

NEW FACEBOOK FANS

Monthly Social Media Interactions

20,000+

MONTHLY SOCIAL MEDIA INTERACTIONS

Facebook Check-ins

10,000+

FACEBOOK CHECK-INS

New Customer Acquisition

HIGHLY SUCCESSFUL

EVENT ATTENDANCE

Month Social Media Reach

1,000,000+

MONTHLY SOCIAL MEDIA REACH

Viral Content

OVER 60%

OF IMPRESSIONS FROM
PURELY VIRAL CONTENT

With our branch in Phuket being the first Hooters franchise location in the country, we needed an aggressive social media strategy to push Hooters on a large scale locally. Grey Alchemy took on this challenge for us and their efforts have proved fruitful for our business. Now one year on, our Facebook page continues to be a hit, bringing customers from all over the world.

 

BOK SHIN

– HOOTERS PHUKET GENERAL MANAGER

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