Reaching a Freshers-first audience through a targeted integrated PR and social media campaign
Thaikhun Restaurant is part of the Thai Leisure Group, with 17 restaurants across 3 brands in the UK.
Prohibition was briefed to drive awareness of Thaikhun Restaurant amongst students during Fresher’s Week – focussing on three key locations; Manchester, Oxford and Cambridge.
Create:
Due to the nature and competitive space of Fresher’s Week, we knew something visual was required to lure students in. So, we created a promotional event, that was supported with PR, social media and creative content, to help drive footfall and overall brand awareness.
Engage:
Government student loans leave many students with stretched living (party) budgets, so we planned a strategic campaign that would offer an incentive they couldn’t refuse.
- We carried out press activity in the run-up and during Freshers Week inviting students to visit Thaikhun and receive a free meal, as well as sharing information on their ongoing dining offers for students
- To drive footfall on the day, we hired an authentic tuktuk mini-van to drive around the city and take students from the campus to the restaurant – so they could try out the food for themselves (students love a freebie)
- To position Thaikhun as the ‘go-to’ restaurant for students, we supported the campaign with a range of pre-promotion photography and video content for organic social and targeted paid activity to spread further brand awareness
Convert:
By combining event marketing and online PR activity, our integrated approach surpassed KPIs – achieving the following results:
- 33M people reached via press coverage
- 95K people reached via paid ads
- 248 student sign ups
- 21 pieces of media coverage – including Yahoo News, MSN, Manchester Evening News and many more
