Influencer Campaign & Social Media Strategy, Restaurant Opening

Project Overview
Gunpowder Restaurant had been operating successfully in Hong Kong. When they opened a new
venue in Australia, they came to me not just to announce the opening, but to build real anticipation,
generate buzz, and drive reservations before the doors even opened. The added challenge: a venue
delay created a longer-than-expected gap between announcement and launch.

The Challenge
• Delayed venue completion created a long gap between announcement and opening day
• Risk of audience losing interest and buzz dying out before launch
• No existing brand recognition or conversation in the Australian market
• Needed to convert awareness directly into footfall and reservations, not just likes

What I Did

1. Sustaining Attention During Delays
   Instead of going silent during construction delays, I built a content strategy specifically designed to
   sustain momentum. Countdown-based content, teaser reels, and curiosity-driven posts kept the brand
   top-of-mind, so when doors finally opened, the audience was already warmed up and waiting.

2. Pre-Launch Content Strategy
   Positioned the restaurant as something to look forward to, not just another new venue. Content focused
   on controlled reveals, sneak peeks, and ‘something exciting is coming’ messaging that created organic
   conversation and anticipation before the launch happened.

3. Exclusive Influencer Night (Soft Launch)
   Before the official public opening, I organized an exclusive influencer preview night, curating local food
   and lifestyle influencers aligned with the brand’s identity, inviting them for a full dining experience
   before anyone else. The goal: turn influencers into early storytellers and brand advocates, not just paid
   promoters.

4. Paid Amplification of Influencer Content
   Identified top-performing influencer videos and repurposed them as paid social ads to reach a wider
   audience. This created a powerful compound effect:
   • Influencer authenticity → audience trust
   • Paid amplification → dramatically increased reach
   • Organic social proof → higher conversion to reservations

Results

Strong Pre-Launch Buzz
Organic brand conversations

Early Reservations
Bookings before opening day

Influencer Content Scaled
Organics → paid ads

The campaign generated strong pre-launch excitement, noticeably increased brand
conversations, and drove reservations before the official opening, proving that a well-executed build-up is as valuable as the launch itself.