The Challenge
Royal Stacks is a Melbourne burger restaurant group. Royal Stacks is well known in Melbourne, so the campaign was not about awareness. It needed to keep the brand in front of an audience that already knows it and prompt return visits.
Our Approach
We ran a mid-sized local creator campaign focused on frequency rather than discovery.
- 30 creators were agreed across Melbourne food and lifestyle content
- Briefs prioritised current menu and new items, giving existing customers a reason to return
- Creators were selected for genuine Melbourne audiences
- Content was approved against brand guidelines before going live
For an established local brand, reminding the existing audience is worth more than reaching a new one.
The Results
30 creators reached an audience of 373,166 at a 4% engagement rate.
Why Reminders Beat Discovery for a Known Brand
A restaurant that already has Melbourne’s attention doesn’t need a campaign that explains what it is. It needs one that gets in front of people at the moment they’re deciding where to eat tonight. That’s a different brief to a launch campaign, and it changes what “success” looks like: not new awareness, but staying visible often enough that an existing customer thinks of Royal Stacks rather than a competitor when they’re hungry.
What a 4% Engagement Rate Says About Repeat Business
373,166 in reach at a 4% engagement rate is a visibility and reaction figure, not a booking or footfall number, no case study page on this site claims a direct line from social content to a table filled. What it does show, for a brand built on repeat local custom rather than one-off discovery, is that the current-menu content the 30 creators posted was engaged with at a rate meaningfully above passive scrolling, which is the outcome frequency-focused content is meant to produce for an audience that already knows the brand.
