El Gaucho Thailand
Any self-respectable foodie with a craving for a juicy steak has inevitably had its meat-fix at El Gaucho. Pioneering the steakhouse concept in Bangkok with its sleek and contemporary feel, we're far from the old greasy america-pub this type of joint usually comes close to. Multiplying the venues across Thailand and Vietnam while bringing a growing number of seduced fans, El Gaucho had to become fully social in order to keep those fierce meat-lovers' appetites sharp and ready.
Couple of intense brainstormings and few dead-ends later, it turned out that, with the rise of organic & plant-based options overtaking cities with cool cafés and Insta-worthy content, true meat-lovers were feeling a bit secluded and their love for flesh, threatened. Often associated with a long-lost 80's vibe, cheap looks and poor tastes, the steakhouse mythology was not helping. It was time for El Gaucho to be the new cool-kid in town who could fill that void with tasty and sexy content.
We had our angle.
Well, how can we put it... Let's just say that El Gaucho wasn't really active on social media and their content was not super attractive (don't repeat that). So first things first, it was absolutely vital to redesign their pages, bring in all the right information, give it structure and consistency while tactically introducing new content and start interacting with fans.
New brand story & introduction
Active & responsive comment section
Then we moved to the fun part.
It was all about creating a unique atmosphere, one that would engage our fans and non-fans by giving clear snapshots of what the brand stands for, its signatures items and uncompromising quality. So we activated our in-house content production agency Sticky Rice and sent a team of photographers, videographers and content strategists every week to capture our own lifestyle, educational and social content.
We developed weekly sets of animated and creative contents to push engagement further with casual, smooth and shareable GIFs, animations, short videos...
Social Media Engagement (organic)
But we couldn't just stop there 😇
As our community was growing, engagement was through the roof and we were getting some serious social media praise, we still felt that something was missing. Because El Gaucho is a true foodie experience and empowers those who follow its journey, we were missing the storytelling component.
So we created a few video campaigns that would not only capture the spirit of El Gaucho, but also drive local traffic and online bookings.
Let's talk numbers