As one of the heritage brands in the Philippines, Max’s is considered as the go to restaurant for celebrations and occasions. In this region, however, they struggle in attracting millennials to their restaurants.
Our aim was to build a strategy that not only focuses on increasing engagement and reach, but to also reposition Max’s as a young brand that can be the go to destination for millennials.
Understanding that Max’s is a Filipino restaurant, we set out a strategy to engage with Filipinos through detailed targeting that purely targeted the expats.
Being a heritage brand from back home, we capitalised on the homely feel and ensured that our tone of voice reflected the above. With the brand struggling to attract footfall from millennials, we ran engaging competitions across social media to ensure that the younger generation was not only willing to participate online, but also to bring their friends along for a delicious meal at Max’s.
Positioning them as a brand where people celebrate everything “To the max” helped capture the attention of not only their loyal customers, but the younger generation who was used to visiting Max’s purely for occasions.
Our overall aim was to ultimately reach the maximum number of key customers through social media and drive footfall to the restaurants to ultimately increase revenues. On average, we reach 2 MILLION Filipinos each month through social media.
We have managed to increase our engagement month on month and always take our learnings into consideration when creating content.
Overall, we have seen an increase in following, engagement and social mentions across the different regions that we cover indicating the success of our strategy.