Beyond Likes: Optimizing a Data-Driven Social Media Strategy to Increase Sales

Problem

Box Hill Pizzeria and Crab Cakes, a family-owned, Maryland legacy has served Harford County and beyond for nearly 40 years, bringing family and friends together through quality food and experiences. When restaurant leadership identified an opportunity for increased brand reach through its robust shipping program and strengthened community ties, they needed a fresh strategy to increase shipping orders and in-restaurant sales, building and deepening customer loyalty, and driving community engagement. Could optimizing a data-driven social media strategy increase sales?

Solution

By leveraging research and developing a data-backed integrated strategy, we planned and executed two sales-drive social media campaigns around the summer and holiday seasons, as well as an ongoing gluten-free crab cake social influencer campaign. Each campaign incorporated a mix of influencer relations, owned and paid media, and social content creation in coordination to achieve measurable success in sales—and fans!