Pincho Factory is an award-winning fast casual restaurant based in Miami, serving up pinchos, burgers, salads and other favorites. They opened their doors in 2010 in a small location in Miami. After three successful years as a neighborhood favorite, they expanded to a second location.
In 2015 they started to gets serious about growing the franchise side, and looked towards 2016 being their year. Cue the growth of Pincho, 2016 edition.
Watch our co-founders explain more: The Story of Pincho Factory
While social media may be one of the various methods of advertising for most brands and businesses, when it's your only method of advertising, it becomes the lifeline of the business.
Additionally, when the entire marketing department consists of one Director of Social Media that is in charge of community management, content creation, media buying, and everything in between -- the pressure is on to produce.
We started the year with two locations, and we ended eight. So we needed to split the ad budget evenly across all stores, boost our current posts for engagement, and target potential franchise partners -- while still maintaining our different Facebook and Instagram ad campaigns.
The budget for the year was $70,000, we spent a total of $68,352.21. We had to make sure we were reaching our current customers, while making sure we're also reaching out to potential customers.
Because of sales-oriented focus to being people in through the door, our strategy led us to utilize different tactics and advertising objectives. While we were analyzing the data, we separated the campaigns according to its objective and calculated the numbers accordingly.
GROUP STATS
27.2M IMPRESSIONS (Facebook, Twitter, Instagram)
651K ENGAGEMENTS (Likes, Comments, Shares, Tweets)
35K LINK CLICKS (Website, Landing Page, Published Article)
AUDIENCE
FACEBOOK FANS +165%
TWITTER FOLLOWERS +12%
INSTAGRAM FOLLOWERS +88%
TOTAL +43%
ENGAGEMENT
FACEBOOK +504%
TWITTER +61%
INSTAGRAM +296%
TOTAL +379%
MEDIA
POST ENGAGEMENT ADS
-CTA $0.10
-CPM $5.34
-TARP $6.23
BRAND AWARENESS ADS
-CTA $0.04
-CPM $2.89
-TARP $4.24
LOCAL AWARENESS ADS
-CPC $0.34
-CPM $2.87
-TARP $5.01
LINK CLICKS ADS
-CTA $0.74
-CPM $4.46
-TARP $7.86
VIDEO VIEWS ADS
-CTA $0.01
-CPM $4.85
-TARP $5.65
