How we create highly engaging social media content that generated our client $38,626 in additional revenue in 60 days
Case Study: Louisiana Creole Gumbo
Website Redesign
Content Creation
Social Media Management
OverView
Being a Detroit classic for 50 years, Louisiana Creole Gumbo has been looking to expand their reach and become a nationwide brand.
With Skidmore Studio’s assistance with brand strategy and visual identity, we were able to turn their barely functional website to something that massively improved customer ordering experience, easily connected them to their customers and became another tool in their kit to expand nationwide.
After creating a strong website Infrastructure, it was time to get new customers in the door, and current customers back for more
The Problem
The Louisiana Creole Gumbo’s website was hard to use, which resulted in many orders being missed out on.
Now that we fixed that problem, it was time to revive their social media.
What people saw on social media did not reflect the quality food, the customer service and what “The Gumbo” meant to Detroit.
The gumbo’s social media had been mostly inactive for a year, and the previous content drove down the reach of the page
Goals and objectives for the social media
Create content that reflected the actual food served at the gumbo
Revive the engagement on the Instagram page
Increase the reach of each post using the instagram reels algorithm
Most importantly: Increase online orders directly from social media
THe Process and Insight
1. Content Creation/content strategy
Since we were following up from a year long hiatus, we had to research and figure out what restaurant industry leaders were doing on their social media. We then created a strategy for LCG’s content to make sure they stood apart from the competition.
We then scheduled 3 content days to film food-focused content at all 3 LCG locations.
2. Social Media Profile Optimization
We then optimized LCG’s profile and funnel to the ordering platforms to ensure it was easy for people to see the instagram posts, get hungry and order right from their phone.
We also updated the Instagram and Facebook profiles to match LCG’s
3. Social media posting and management
Once the profiles and website were optimized, we started posting. It consisted mostly of reels and high quality photos of the food.
We immediately saw results within the first week. Within the first month, our engagement rate increased by 600%.
The Results
On the left is our engagement rate after I posted the first reel. The average engagement rate for between 1-5k followers is 5.7%. On the right, you see the almost 10x increase in the average likes, and the 5x difference in the average views.
This comparison highlights the massive difference in the engagement between these two posts. The biggest thing to notice isn’t the 7x increase in the likes or reaches, but the extreme increase in shares and saves.
This comparison highlights the difference between two of the same type of location posts, which usually don’t get much engagement. On the right, you see a sad amount of likes, but an even sadder amount of shares and saves. On the left, you see a completely different story.
“I don’t care about likes and comments, What about the sales numbers?”
500+ new customers for one location? While we can’t show you exact sales numbers, we can show you the increase in orders for a couple different locations for Louisiana Creole Gumbo. These results were achieved within 60 days.
On the top graph we see the spike in orders around 6-7pm (which is about an hour after we were posting every day). This was also backed up by the difference in the amount of delivery orders in that same period of time.
On the bottom comparison, we show how we had an increase of 554 orders in that 60 day period.
At both locations showed, there was a $38,626 increase in overall revenue in the period between July 2nd and September 2nd compared to April 30th-July 1st.
