client profile

about the project

When we were first approached with the idea of creating a news portal that would focus on delivering expert opinions and critiques of high-end hospitality establishments and products, the socioeconomic conditions of the time posed a serious threat to its success. The team assembled to author this specialized news portal were all established experts in their fields, and although this would immediately ensure a loyal following, the challenge was to design a strategy and implementation that would create awareness to a much broader community and engage the interest of a much larger, less-specialized audience.

social strategy

Once the news portal had launched, a multi-platform digital strategy was initiated on social media, targeting diverse interest groups with specific articles. The goal was to drive users back to the website rather than promote the social media pages. Each month, the analytics, recruited user profiles and conversion interactions data were analyzed and the refined parameters used to run consecutive campaigns, iteratively optimizing target groups and engagement.

in the real world

Once a substantial following and loyalty was established, we proposed creating real-life culinary experiences/events for readers, thus allowing the FNL spirit to extend beyond the digital world and engage people in interacting on their new-found common passions.