THE LAUNCH OF rochambeau
OVERVIEW
Rochambeau, Lyons Group’s newest French inspired restaurant, bar, and café concept, needed an incredibly strong social media launch campaign to authenticate itself as a Boston hotspot prior to opening. It was my responsibility to create and manage the online persona for the brand on all fronts. I told the story from inception to execution; from construction, to an Influencer hard hat tour, all the way up until opening night and through the first year of operating, our audience was engaged from start to finish.
LAUNCH STRATEGY
Secured @rochambeaubos on Instagram, Facebook, and Twitter to maintain channel consistency
Created style guide for copywriting & content to establish voice, tone, and visual aesthetic
Implemented social media editorial calendar and posting schedule via Sprout Social
Designed 3-phase “Rochambeau Girls” paid social campaign to create curiosity & brand recognition
Showcased progress from venue construction to opening day; daily stories and consistent static feed posts on all channels
Planned & lead stylized photo-shoots; created & edited all content
Leveraged press opportunities to maximize reach
Developed influencer marketing program focused on spreading brand awareness prior to opening
INFLUENCER MARKETING
“Hard Hat Tour” Event
Hosted private bubbles & bites event during construction to give Boston’s elite influencers a sneak peak of space
Pre-Opening Press Box Campaign
Worked with Senior Director of Marketing & PR team to design and deliver branded “press-boxes” to selected media
Boxes included Rochambeau goodies & an opening postcard
#CafeByDay Giveaways
Worked with @lacolombecoffee, @bostonbehavior, @brunchesbofboston, & @tastes2totango to giveaway exclusive Rochambeau tumblers to boost followers & increase interest in café.
Influencer Visits
Secured 37 influencer collaborations for Rochambeau within first 8 months of being open - including @bostonfoodies, @nailthecocktail, @derekzagami, @bostonbehavior, @baddiedae, and many more.
RESULTS
SOCIAL MEDIA METRICS / JUNE 2019-JUNE 2020
Garnered 2.67M impressions, 68.9k impressions, and 11,538 followers between Instagram, Facebook, & Twitter
• In opening month of October, increased impressions by 283%, engagements by 157%, and link clicks by 209%• Built dedicated audience of over 10k Instagram followers organically within a 6 month period
Gained 1,332 Instagram followers from cross-promoted giveaways
Secured influencer partnerships with a collective audience of 794k+ Instagram followers
PRESS & PHOTOGRAPHY MENTIONS
BOSTON.COM | BOSTON GLOBE | EATER BOSTON | DINING PLAYBOOK | BOSTON CHEFS
BOSTON HERALD | BOSTON MAGAZINE | WCVB | HOODLINE | UP TO BOSTON |
