The Challenge
Il Locale Pizza is a pizza restaurant business. Pizza is the most saturated category in restaurant content. Getting attention meant creators whose audiences engage rather than scroll — engagement rate mattered far more than reach.
Our Approach
We selected creators on engagement quality and briefed for in-venue content.
- 32 creators were agreed, filtered on engagement rate rather than follower count
- Creators visited in person, so the content carried the venue atmosphere and not just the product
- Audience fit was confirmed before outreach
- Content was approved against brand guidelines before going live
Filtering on engagement rather than reach produced a rate well above the restaurant category norm.
The Results
32 creators reached an audience of 2,078,362 at a 5.6% engagement rate — high for a saturated category.
Why Engagement Rate Beat Reach on This Brief
Pizza content competes in one of the most crowded restaurant categories on any platform, so casting here filtered on engagement rate rather than follower count before anyone was contacted, then confirmed audience fit a second time before outreach — the same two-step vetting Terrier runs on every campaign, tightened because a saturated category punishes a wrong casting call harder than most. Creators visited the restaurant in person rather than working from product shots sent to them, so the finished content carried the room, not just the pizza.
Reading the Numbers Honestly
A 5.6% engagement rate against 2,078,362 in reach is an attention figure, not a booking or covers number — what it shows is that the audience reached actually reacted, at a rate the existing Results paragraph already calls high for the category. For a local restaurant business, the gap between being seen and being reacted to matters more than the reach total on its own.
