The Counter is a premium build-your-own burger restaurant at The Quay, Glasgow. Founded in LA in 2003, it has since expanded to more than 40 locations in the USA, Malaysia, Saudi Arabia and Ghana. The Counter Glasgow is the first UK franchise and will be followed by the opening of sister brand, BUILT, in London.
We created and optimised new Facebook and Instagram social channels, and used a combination of exciting organic content and targeted advertising to build a strong social following and increase awareness of the new brand in Glasgow. We used social competitions to encourage engagement and conversation with the target audience. Snapchat geo-filters were targeted to a radius around the restaurant location.
Following our 6 week launch campaign, The Counter Glasgow Facebook page had 6,849 likes, massively surpassing The Counter Japan (294 likes), Ireland (6,188 likes) and Times Square (2,338 likes). Content across Facebook and Twitter gained over 2 million impressions, 248,230 of which were completely organic. 12,291 people engaged with posts on the Facebook page and the Snapchat filter was viewed by 4,300 fans throughout the campaign.
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