Rubio's: Creating craveworthy content
An audience-first social strategy
Rubio’s is a coastal-inspired restaurant chain focused on bold, unique flavors made from quality ingredients. Seeing an opportunity to better engage with their growing customer base online, Rubio’s reached out to Red Door to help tell a layered yet cohesive story on their platforms.
The Rubio’s brand is grounded in their unique flavors, responsible practices, and authentic coastal vibe. The challenge was developing the right strategy to bring out the different angles of that story in a way that could boost the most engagement and reach—and break through the clutter of a competitive space.
In order to make the biggest impact with our audience, we first had to get to know them. We conducted a full audit that included audience research and competitor analysis of successful brands in our space to understand what type of content our users liked to engage with.
Coming out of our audit, we developed an audience-first Instagram strategy, which focused on the following objectives:
- Diversify content types (Reels, Stories, User-Generated Content) and increase publishing frequency.
- Increase brand, food, and real-time content, while balancing promotional messages.
- Create consistent content themes based on previous performance.
- Implement a contest strategy with a tiered approach, balancing larger giveaways with smaller surprise and delights opportunities.
Referencing 2020 benchmarks, we made aggressive growth goals for 2021, measuring the following key performance indicators: net follower growth, engagement (likes, comments, shares), and contest engagement. Here’s how the numbers shook out:
Follower goal: 3,600. We netted 6,888 new followers, or 191% of our goal.
Social engagement goal: ~360 engagements per post. We averaged 319, or 89% of our goal, and learned that Instagram is a preferred platform for engagement with the brand.
Contest engagement goal: 2,500 average reach with average engagement of 300. We tallied 6,400 in reach, or 256% of our goal, and 884 in average engagement, or 295% of our goal.