Case Study Overview
Igniting New Customer Growth with a Multi-Channel Product Launch
CoreLife Eatery is a national fast-casual restaurant chain dedicated to providing healthy and flavorful meals made from clean, simple ingredients. Their menu centers around customizable green, grain, and broth bowls, designed to cater to a variety of dietary needs and active lifestyles. The brand offers a convenient way for health-conscious customers to enjoy a nutritious and satisfying meal without compromising on taste.
- Food & Beverage
- Social Media Marketing
The Challenge
Turning a Menu Update into a New Customer Magnet
CoreLife Eatery faced a common business challenge: a menu item, the original Thai Chicken & Rice Noodle bowl, was underperforming, leading to customer complaints of being “bland.” In response, their culinary team developed a bold replacement: the Spicy Thai Chicken & Rice Noodle bowl.
This wasn’t just a simple recipe tweak; it was the first significant menu change in three years. The challenge was two-fold. First, successfully launch the new item. Second, and more importantly, CoreLife Eatery wanted to leverage this launch to solve a bigger business problem: how to break beyond their loyal customer base and attract a completely new audience—adventurous eaters who may not have considered the brand before. The goal was to use a new bowl to energize the brand and drive trial from entirely new patrons.
The Big Idea
Engineer a "Can't Miss" Moment to Spark Mass Trial
Our guiding philosophy was that to attract a new audience, you can’t just announce a new product—you have to create a cultural moment. We engineered a short-term, high-intensity “takeover” of the digital space relevant to our target audience. By making the Spicy Thai bowl story unavoidable and coupling it with an irresistible BOGO offer, we turned a simple menu update into a compelling reason for thousands of new customers to walk through CoreLife Eatery’s doors for the very first time.
The Results
Viral Buzz Translates to In-Store Success
The integrated campaign generated millions of impressions and, more importantly, successfully drove new customers in-store to try the product. The data from the three-week promotion painted a clear picture of success:
Massive Digital Reach
The campaign assets achieved incredible visibility, including 330,000 video views, an impressive 30% email open rate, nearly 80,000 pop-up views, and 10,000 visits to the new item’s webpage.
New Audience Captured
Analytics confirmed that the campaign successfully reached a significant, untapped audience segment that had not previously engaged with the CoreLife Eatery brand online.
The Ultimate Proof - In-Store Sales
The most crucial result came after the promotion ended. The Spicy Thai bowl became the #2 most popular item sold in-store, proving that the campaign didn’t just generate clicks and views—it fundamentally altered customer purchasing behavior and successfully embedded a new product into the brand’s top sellers.
Our campaign didn't just generate clicks and views - it fundamentally altered customer purchasing behavior
This was just one example of how Site-Seeker helps clients meet (and exceed) their business goals. Through a thoughtful mix of strategy, creativity, and data-driven decisions, we deliver results that make an impact. Let’s explore how we can help move your marketing forward.
Our Insights & Strategy
An Integrated Blitz for Maximum Impact
Site-Seeker developed a time-sensitive, multi-channel campaign designed to create an unavoidable wave of awareness and excitement around the new Spicy Thai bowl, specifically engineered to capture the attention of new audiences.
Product as a "Trojan Horse"
We saw the new, spicier bowl not just as a product, but as a “Trojan Horse” to introduce the entire CoreLife Eatery brand to a new demographic that craves bold flavors. The strategy was to lead with the product to drive brand trial.
Targeted Social as the Engine
Reaching non-fans requires precision. Our strategy centered on using paid social advertising as the primary engine for discovery, moving beyond CoreLife’s existing followers to target users based on their interests and behaviors, signaling an affinity for spicy food, Asian cuisine, and fast-casual dining.
Omnichannel Immersion
To guarantee visibility and drive action in a short, three-week window, we knew a single-channel approach would fail. Our strategy was to create a full marketing immersion, ensuring that wherever a potential new customer looked—social media, email, or the website—they would encounter the compelling story of the new bowl.
Execution
Engineering a 360-Degree Digital Takeover
Site-Seeker deployed a coordinated, three-week promotional blitz across paid, owned, and earned digital channels:
Precision Audience Targeting (Paid Social)
We built a custom audience on Facebook and Instagram, moving beyond existing page fans. We targeted users based on specific interests, including “spicy food,” “Thai cuisine,” and competitors’ followers. This ensured our Buy-One-Get-One (BOGO) offer was served directly to individuals most likely to be intrigued by the new bowl.
Engaging Creative & Video Production (Content)
We developed a suite of compelling creative assets. This included vibrant, product-focused photos and customer-centric imagery for social posts. The cornerstone of the campaign was a professionally produced announcement video designed to stop the scroll and showcase the exciting new menu item.
Owned Media Saturation (Website & Email)
We transformed CoreLife Eatery’s own digital properties into launch announcement platforms. This included:
- Updating the website homepage and all social media banners with new branding.
- Implementing a site-wide pop-up that immediately captured visitor attention.
- Deploying a targeted email announcement to the entire customer database to drive awareness and leverage word-of-mouth.
The success of CoreLife Eatery’s new menu item demonstrates a clear and powerful lesson: strategic social media advertising is a direct engine for business growth. This campaign moved far beyond simple brand awareness, using precision-targeted ads and compelling content to attract an entirely new customer segment and drive them in-store. For any business ready to launch a new product, reach untapped audiences, or translate digital buzz into real-world sales, this case proves that a well-executed social advertising strategy isn’t just an option—it’s an essential catalyst for results.
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