Purple Riot was appointed by iconic bar and club brand, Mahiki, to raise awareness of their recently opened Manchester venue over the festive period with a Christmas social media campaign driving awareness of the venue, drinks and delicious food.
We created Mahiki 30 Days of Christmas, a digital advent calendar featuring a different promotion, offer or competition every day throughout December.
Working with Mahiki’s design agency, Creative Spark, we developed a bank of photography, GIFs and video content promoting key messages around the venue, food, cocktails and nightlife.
Rather than simply broadcasting offers, we built simple social mechanics into the campaign that encouraged audiences to comment, tag friends, share content and check in at the venue to redeem promotions.
Competitions for food, drinks and New Year’s Eve experiences added further reasons to engage throughout the month.
The campaign ran across Facebook, Twitter and Instagram, combining organic content with a small daily paid budget on Facebook.
Organic performance became particularly strong on Twitter, with some of the most successful daily promotions achieving average reach of more than 350,000.
We amplified the campaign further through our network of regional influencers and media contacts, encouraging them to engage with and share the content and taking Mahiki beyond its existing social audience.
Alongside the social campaign, we managed a targeted regional media push to extend Mahiki’s visibility across Manchester.
We secured coverage with Manchester Evening News, Manchester’s Finest and I Love Manchester, alongside a wider paid media partnership with I Love Manchester incorporating website banners, email marketing and social promotion.
By combining daily social content, competitions, paid amplification, influencer engagement and regional media, we kept Mahiki visible throughout December rather than relying on a single festive campaign moment.
The activity translated online engagement into real-world interest too, with the Mahiki team reporting positive customer feedback alongside increases in footfall and sales during the campaign.
Looking to drive awareness and footfall for a hospitality or leisure brand? Talk to Purple Riot about integrated social media and PR campaigns that turn attention into action.
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