The Harvey Centre Bug Bistro

Objectives

Raise the brand awareness of The Harvey Centre; organically boost engagement/reach across social media, drive engagement; gain PR; gain web visits.

Plan

Create a promotional stunt that would push boundaries and be the talk of the town!  We created a new F&B brand – something topical, controversial and original. “The Bug Bistro” was born. The Harvey Centre’s very own edible bug restaurant and the perfect April Fools’ stunt. The Bug Bistro took over an empty unit with “Coming Soon” graphics and QR codes leading to a sample bug menu. Social, PR and e-newsletters all got conversations started.

Results

A big reveal on April 1^st saw a huge surge in web traffic with sessions/users +72% and +73% MoM. News articles got 3,467 page views with 2874 social redirects and 44 shares with 286 social shares and 850 comments.

Silver award at the Solal awards

Facebook reach: 79,400; engagement: 19,512; likes: +351

Insta reach: 2,662; engagement: 132; likes: 109

Enewsletter – 48.2% open rate (average is 23.5%); 263 CT’s

Budget

£1,746 (+ £60 boosting)