Old Wild West is an Italian steak house and burger restaurant chain, specializing in burgers, grilled Argentine meat, Tex-Mex specialties, and more! The menu and restaurant décor are in the Wild West style.
Inside the Giometti Multiplex in Ancona is a hub for families, groups of friends and fans of food experiences related to the world of cinema and entertainment.
On the occasion of the 18th anniversary, the client chose to invest in a territorial influencer marketing project-specifically Micro Influencer Food and Events-to enhance the venue’s family-friendly format, increase event visibility, and generate qualified traffic during the celebratory days.
Ancona’s Old Wild West restaurant faced a twofold challenge:
In a context of strong local competition and an overload of promotional messages, it was necessary to build an authentic narrative that was close to the local area and based on content with high relevance to the target audience.
The objectives defined together with Factory Communication were on three main levels:
Factory Communication designed an influencer marketing activity focused on a highly vertical local creator in the Marche region, with the goal of creating an authentic connection between the brand, the area and families.
The pillars of the strategy:
The primary target audience defined for the campaign consisted of.
The narrative was constructed using a funnel-oriented approach consisting of three phases:
Pre-event – Discovery and anticipation
During the event – Real-time experience
Post-event – Recap and reminder
To maximize visibility and penetration on the target audience, the campaign included.
This choice made it possible to combine the power of authentic creator recommendation with the scalable reach of paid campaigns on social.
The results of the influencer marketing activity for Old Wild West Ancona’s anniversary event show relevant performance both in terms of visibility and target audience engagement.
The activity was carried out around a single Creator @marcheroba, whose publication plan, structured in multiple releases – 4 promotional moments – of content distributed between Stories and Reel, brought an excellent level of Performance of several tens of thousands of impressions with about +40% of profiles reached that do not belong to the creator’s follower base, an indicator of good virality and ability to intercept new people through peer-to-peer sharing.
Interactions with posts-denoting excellent signs of interest-have seen a remarkable number of hundreds click to the restaurant’s geolocation link and a fair number of saves.
Clicks to the link are particularly significant because they highlight active, action-oriented behavior on the part of the audience (location search, logistical information, participation planning).
Saves indicate that the user perceives the content as useful or interesting to remember/reuse, typical of drive-to-event activities.
The audience reached perfectly reflects the target audience defined a priori.
Geographic segmentation confirms a strong concentration in the Ancona area and neighboring cities (Camerano, Osimo, etc.), consistent with the drive-to-store objective for the anniversary event.
In addition to the numbers, the activity generated important qualitative social evidence.
Analysis of the results reveals some key elements that explain the effectiveness of the project.
The influencer marketing activity for the 18th anniversary of Old Wild West Ancona shows that:
This case study demonstrates how the collaboration between Old Wild West Ancona and Factory Communication can be a replicable model for other brand locations and, more generally, for restaurant and retail realities that want to use influencer marketing not only as a lever of visibility, but as a tool for concrete activation of the territory
