Bobby Dre's
Background
Bobby Dre’s reached out to Milk Bottle Projects during the height of the pandemic lockdowns in Victoria to help them prepare for a new chapter in their business. Bobby’s closed their original North Melbourne store and decided to open two new stores in the regional centres of Geelong and Werribee. Milk Bottle Projects was asked to manage the brand’s social media platforms as well to perform a 6-week PR campaign to launch the new sites, with particular emphasis on local media and influencers.
Pushing the venue as a new Cali-Mex venue, the goal was to make Bobby Dre’s the venue to visit for the summer season of 2020 in both regions.
Result
- Total circulation of over 500,000 views from PR campaign with bespoke press release
- 9 Nation-wide publications (print and digital) covered the venue including Good Food and Geelong Advertiser.
- 20+ UGC pieces - Posts from Influencers and Bloggers including visits from inner Victoria
- Content creation including photography and graphic design
- Content calendars with 2-3 rounds of collaborative editing and approval processes with the client.
- Marketing calendar implementation to manage PR and SMM schedules and also encourage operators to plan ahead for brand awareness and conversion points moving forward. Also to layer in potential venue offerings, exclusive customer content and local activations opportunities.
- End of campaign social and PR reporting with detailed insights on impressions, interactions and client growth
- 50.2% increase in the client’s social platform growth, as well as audience interest within the Geelong area via Milk Bottle Project’s social media management efforts and targeted posting.
"The Milk Bottle team did a great job understanding our brand and what we wanted to communicate as part of our business relaunch and new store opening. The PR and social media campaign they ran meant we were busy from day 1 and set up for success."
— Helen Witton, Bobby Dre's
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