Creative design and social media for Wolfgang Puck
Creative design, social media strategy and content management
Wolfgang Puck is the original celebrity chef and a brand of its own. Wolfgang is known for his California cuisine, and is a pioneer of fusion cooking. He was the first in farm-to-table and communal dining. His brand employs a casual elegance, yet remains very refined. Wolfgang and his team insist on sourcing only the finest ingredients. Innovative, ambitious, and multi-faceted, the Wolfgang Puck brand includes U.S. as well as international fine dining outlets, national catering teams, grocery goods and appliances/cooking accessories.
The Wolfgang Puck brand executes an international, high profile communications and social media strategy. Our main objective to managing the Wolfgang Puck brand on social media was to reach the largest audience possible via a variety of social media channels in order to increase number of impressions, reach and audience engagement in efforts to support a global public relations strategy.
In order to reach our intended audience, it was essential that we post entertaining, useful, and informational content in order to generate an increase in post engagement, therefore generating a quantitative increase in total reach and number of impressions.
BRAINTRUST reviewed post performance metrics, on a weekly basis, via social media analytics platforms. Post copy and imagery were A/B tested and geo-targeted to reach out intended audience, where possible.
The results were impressive. Social media achieved an average month-over-month percent change in impressions of 59.63% on Facebook, 991.20% on Twitter and 51.46% year-over-year percent change of impressions on Instagram. BRAINTRUST also achieved an average month-over-month percent change in engagement of 96.65% on Facebook, 43.18% on Twitter and 264.39% on Instagram.
Red Carpet Results
Wolfgang Puck has catered the Governors Ball, the Academy Awards®’ star-studded after party, for 22 years. To maximize this opportunity, we created a social media strategy that aligned with the global communications plan to increase engagement and grow Wolfgang’s social media audience. We started crafting custom social media content and engaging with select top-tier media targets, celebrities, and key influencers.
We encouraged Wolfgang’s social media audience to host their own viewing party by downloading an Oscars party e-book complete with invitations, Governors Ball recipes, and other helpful party tips. Users who tagged their photos with #MyPuckParty were entered to win some serious awards night swag, including a personalized video greeting from Wolfgang himself.
In the 30 days surrounding the event, BRAINTRUST helped increase Wolfgang’s social media audience by almost 9,000 followers. Total number of organic impressions increased by 109% on Facebook, 13,413% on Twitter and 1,742% on Instagram. Engagement increased by 47% on Facebook, 542% on Twitter and 3,857% on Instagram.
As the exclusive caterer for many of the country’s premier events, Wolfgang Puck Catering provides turn-key event service to high-profile cultural, entertainment and C-Suite clients. Wolfgang Puck Catering has culinary presence in top regional markets and their event venues provide the perfect backdrop to set the stage for events that are inspired by the imagination.
With the wide range of catering services that Wolfgang Puck Catering offers, BRAINTRUST has helped the team visually tell their unique story by designing multi-platform seasonal campaigns. When presented with wedding menus, we helped extend the catering brand by creating a helpful wedding planning ebook, complete with tips and recommendations to consider when planning a wedding. BRAINTRUST also helped demonstrate that Food Is Serious Business, and brought corporate meeting menus to life by offering break-out session inspiration with snack breaks to inspire productivity and infused waters to increase alertness and creativity.
In addition to campaign related services, BRAINTRUST plays a key role in Wolfgang Puck’s email marketing initiatives. By managing and maintaining Wolfgang Puck Worldwide’s databases, emails are used to market upcoming events, keep subscribers aware of seasonal menus and drive leads to fine dining reservations, private dining, and catering services. Open rates average 20-35% and A/B testing has yielded average click through rates of 2.5%.