CHALLENGE
Parlor reached out to TKG to spearhead its launch strategy for the grand opening of Kansas City’s first food hall. The timeline was short with 90 days to do a full launch of a comprehensive marketing strategy that employed digital efforts inclusive organic social and paid advertising as well as live, real-time pr tactics.
SOLUTION
To create an explosive amount of anticipation & buzz but also sustainable, continued interest in Parlor, our team developed a launch strategy to propel Kansas City's first food hall in the digital and physical realm.
INFLUENCER EVENT
Influencers were a primary driver of buzz, traffic and followership for Parlor.
Our team tapped into Kansas City's local influencer community by creating an 'Open House' experience at Parlor: allowing influencers to take a tour of its unique restaurants, sips on its signature cocktails and have the first preview of the space. Our influencers were able to collectively reach over 828,000 unique users and garnish over 1.9 million impressions across 500+ posts. This is the second largest influencer event cover in Kansas City, second to our grand opening launch at Whole Foods
ORGANIC SOCIAL
Instagram was our primary mode of social media marketing — utilizing Parlor's enticing visuals to build a large, loyal following.
From community engagement to content strategy, our team took the reins on Parlor's Instagram helping them surpass 10k followers within 90 days.
Not only did we crush their follower goals, we were reached over 100k users in Kansas City and gathered over 1.1 million impressions.
Growing an engaged, hyper targeted following on Facebook was crucial to the success of Parlor's launch.
Our team wanted to cultivate a community of Parlor 'enthusiasts' that the food hall could continuously tap into.
We were able to produce yet again, quite impressive numbers, reaching over 163k unique users and pushing over 500k impressions on top of 3k+ new page likes.
PAID ADVERTISING
Paid digital ads allowed our team to hone in on key demographics, reach new audiences and push promotions beyond the communities we grew via organic social. Our team strategized, deployed, managed and optimized all social ads for Parlor during its grand opening and launch phase. We pulled in 108K impressions and reached 260k users.
