Full Social Media Management & Creative Rebrand — 50.9% Reach Growth

Transforming a flat social presence into a vibe-first, high-engagement brand

Project Overview
Yankees Restaurant & Bar is an American casual dining destination with genuinely great food — but a
social media presence that didn’t come close to reflecting it. When they came to me, their digital identity
had no personality, their content wasn’t stopping anyone mid-scroll, and engagement was low despite
posting consistently. They needed a full creative repositioning, not just better photos.

The Challenge
• No distinct brand identity or recognizable vibe on social media
• Static, uninspired content that failed to reflect the energy of American casual dining
• Low scroll-stopping power, content blended into the feed, not stood out from it
• Minimal organic engagement despite consistent posting frequency

Before vs. After
The visual shift below illustrates the creative repositioning, from passive, low-energy content to a vibe-first, lifestyle-driven

What I Did

1. Brand & Audience Research
   Analyzed competitor restaurant pages in the American casual dining space, studied current content
   trends in food and hospitality (particularly short-form video), and mapped audience behavior patterns.
   Key insight: highly polished content was underperforming compared to high-energy, slightly unfiltered
   visuals that felt immersive, real, and ‘you had to be there.’

2. Full Creative Repositioning
   Shifted the brand’s entire social identity from ‘just another restaurant page’ to a lifestyle-driven, vibe-first
   presence:
   • Experience over food — the feeling, not just the dish
   • Warmer tones and dynamic shot composition
   • Movement in content — pouring drinks, sizzling food, crowd energy
   • A ‘you had to be there’ feeling that made audiences want to visit

3. Reel-First Content Strategy
   Introduced a Reel-first content approach built around three core pillars:
   • Relatable Moments — friends, casual dining, fun interactions
   • Product Highlights — hero dishes and signature drinks styled dynamically
   • Social Proof & Atmosphere — crowd shots, real reactions, venue energy
   Also optimized hooks in the first 2–3 seconds of every video, short-form storytelling structure, and
   captions that felt natural and conversational rather than corporate

4. Ongoing Management & Optimization
   Managed the full social media operation over 12+ months, content calendar, briefing, scheduling,
   community management, and monthly performance analysis. Continuously refined the strategy based
   on data, doubling down on what worked and iterating away from what didn’t.

Results
+50.9% Increase in Reach
Over 12 months

2M+ Total Views
Facebook platform

284.6K Total Reach
Tracked analytics

Content became significantly more scroll-stopping, leading to higher visibility and
discovery. Over 12 months, the brand consistently reached and engaged new audiences,
evolving from a static, low-energy presence to a visually engaging, experience-led brand.