Restaurant TransmediaTM Campaign
Problem
Scene
Kim Long Vietnamese Restaurant is a small family owned and run business located in Spring, TX. While they have a large following of regular customers, they have a weak social media presence, which lowers their potential for attracting new younger customers. Launching a TransmediaTM campaign that tells the owner’s story and invites new and regular customers to follow along. This creates a stronger connection with the audience, promoting a strong emotional and business relationship.
Objective
Launch a TransmediaTM campaign that tells the business owner’s story with unique story elements spread across three or more media platforms. All campaign assets have been compiled into a book template, hence the page spread format that most images are displayed in.
Considering how much content and deliverables I was responsible for, this project taught me project management, content development and strategy.
Considering how much content and deliverables I was responsible for, this project taught me project management, content development and strategy.
Process
Branding and Storytelling
Working with the family that operates Kim Long Vietnamese Restaurant (KL), we drafted a fictional story based on their private lives and characterized each family member. Furthermore, I created extra visuals and texture packs to strengthen their already-established brand aesthetics.
Marketing Strategy
To better understand where KL stood, I…
a.) ...did research on nearby competitors and user need,
a.) ...did research on nearby competitors and user need,
b.) ...conducted an internal SWOT analysis,
c.) ...created a survey for persona research,
d.) …and budgeted any necessary resources (e.g. time and money).
After all this research, we set reasonable goals to hit on all social media platforms, to benchmark our progress, and gauge success.
Content Creation
To conduct a TransmediaTM campaign, vital story elements had to be split among, at least, 3 media platforms. For this campaign, we chose to launch 3 social media accounts…
Tik Tok
Each video started with a hand-drawn storyboard and an entrée to feature. Working with the main chef, Hue, I practiced timing and worked different camera angles to find flattering frames.
Considering KL is only run by a family of four, regulars are mostly familiar, with all the staff. As a way to strengthen rapport between the family and their customers, I created introductory posts to act as background information before the main story carrier is released.
As an additional form of interaction, I hosted a livestream, where viewers can ask questions and learn about our personalities.
Webtoon
All assets throughout the TransmediaTM campaign have led up to the release of KL’s official strip comic, published on Webtoon. This ongoing comic acts as the campaign’s primary story carrier.
This was my first-time hand drawing a comic, but it was arguably the most enjoyable portion of this experience, for me, due to my background as an art hobbyist.
Results
Milestones
As far as social media interactivity goals, we’ve managed to hit all benchmarks and milestones.
Key logistics included…
a.) 39% of the avg. 92 Instagram accounts reached were non-followers
b.) 29 avg. “likes” on Instagram posts
c.) 495.5 avg. views on Tik Tok videos36views on Webtoon comic
Click here to view Kim Long's whole TransmediaTM Production Bible.
Key logistics included…
a.) 39% of the avg. 92 Instagram accounts reached were non-followers
b.) 29 avg. “likes” on Instagram posts
c.) 495.5 avg. views on Tik Tok videos36views on Webtoon comic
Click here to view Kim Long's whole TransmediaTM Production Bible.
Take-away
While the Tik Tok videos and Instagram posts did remarkably better than anticipated, the Webtoon comic did not reach the audience as well, despite its role as the primary storyteller. This is most likely due to a lack of promotion from the beginning of the campaign and the platform’s lack of popularity, compared to the mega-popular apps, Tik Tok and Instagram.
