How we delivered:

We set up Rib Shack Red’s Facebook and Instagram pages ensuring best practices were considered every step of the way.

Once the pages were ready for launch, we began posting high-quality social media creative that celebrates the South African braai culture and memorable moments made around the fire. In just the past year, we’ve increased followership by more than 50% and engagements by 190%.

To support organic efforts, we implemented paid social campaigns to bring awareness to a larger proportion of our local audience, educating them about where to purchase Rib Shack Red and how much it costs in-store. However, before a full paid social execution, Rib Shack Red underwent rigorous audience testing to ensure we targeted high-value interests and campaign testing to determine the ideal campaign set-up–something that differs for every brand.

To boost the brand’s awareness potential, we plugged into the potential of micro-influencers, working with names such as Martin “Biggy” Mhlongo from Braai Masters to expand our reach and generate interest in places where we know our audience will be.