Overview
In 2015, the COJE Management Team set out to launch their newest venture, Yvonne’s, a modern interpretation of the supper club. The location of the restaurant was once home to Locke-Ober, which was an icon on the Boston dining scene for over a century. Yvonne’s was in need of brand voice that paid homage to the vast history of site while distinguishing it as its own entity.
Assignment
Strategize and run Yvonne’s social media channels to position the restaurant as a one-of-a-kind social, drinking & dining experience in Boston by highlighting its past, present and future in a way that deftly represents the desired brand voice.
Strategy
- Engaged and followed likeminded individuals such as fashion designers, Insta-celebs and high end brands both in the local Boston area, nationally and internationally.
- Tease images leading up to the launch that focused on the space’s Locke-Ober history, the original Yvonne’s painting and bottle service images that have an overlay of text with quotes from notable Locke-Ober guests and celebrities of the time.
- On opening day, the Yvonne’s logo was posted with an iconic quote from JFK, a well-known regular of Locke-Ober.
- Post-opening, the team kept Yvonne’s at the forefront of followers’ minds by posting content 4–5 times a week.
Results
923 INSTAGRAM FOLLOWERS IN THE FIRST TWO MONTHS; HAD OVER 10K COMPLETELY EARNED FOLLOWERS AT YEAR MARK
303 TWITTER FOLLOWERS IN THE FIRST TWO MONTHS
