For each pub launch, we identified and targeted a combination of:

• Local residents and community groups

• Young professionals and social diners

• Food and drink enthusiasts

• Families and casual pub-goers

• Local lifestyle influencers and content creators​

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Audience profiling and local market analysis were central to the strategy, allowing us to shape messaging, content, and creative that resonated with each venue’s specific demographic and social behaviour rather than a blanket approach across all three venues. 

Our approach ensured that content felt locally relevant, socially native, and community-driven rather than overly corporate or brand-led.

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The primary challenge was to successfully launch three distinct pub venues under the Crafted Pubs brand umbrella while ensuring each venue established its own visual identity and local relevance.

Key challenges included:

• Building local awareness ahead of opening

• Generating excitement and anticipation pre-launch

• Driving strong attendance during launch week

• Maintaining momentum post-launch

• Creating authentic, engaging social content at scale across multiple platforms and touchpoints where the target audience was most active

• Aligning campaigns with key UK seasonal and cultural moments (specifically summer bank holiday weekend)

• Encouraging organic community advocacy through user generated content

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Additionally, the hospitality landscape is highly competitive, meaning launch campaigns needed to feel culturally relevant, visually engaging, and socially authentic in order to stand out.

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We devised and executed a full launch strategy for each venues, covering pre-launch, launch, and post-launch activity across social channels.

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Launch Content Strategy

To build anticipation ahead of opening, we created:

• Countdown campaigns

• BTS venue content

• Team introduction posts

• Local area storytelling

• Teaser Reels and short-form video content

• Influencer and creator outreach campaigns

Our content strategy prioritised social-first native creative, designed specifically for Instagram and TikTok behaviours rather than repurposed brand assets.

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Influencer & Creator Engagement

We invited a curated mix of local influencers, food creators, and lifestyle personalities to preview events and soft launches. This generated authentic local coverage through:

• Instagram Reels

• TikTok videos

• Stories and live event content

• Organic recommendations and reviews

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Employee & User Generated Content

A key component of the strategy was leveraging:

• Employee-generated content (EGC)

• Guest user-generated content (UGC)

By encouraging staff and guests to create and share content throughout the soft launch and post-launch period, we were able to establish authentic social proof and create community-led storytelling around each venues.

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Seasonal Social Calendar Management

We also developed and managed a robust seasonal social media calendar aligned with core UK holiday and celebration dates during the launch period.

This included campaigns and reactive content around:

• Easter

• Bank Holidays

• Mother’s Day

• Father’s Day

• Halloween

• Christmas and festive celebrations

• New Year

• National food and drink occasions

• Local community and sporting events

For each seasonal moment, we created tailored social content, promotional messaging, and booking-focused campaigns designed to maximise engagement and footfall during key hospitality trading periods.