Del Pez Mexican Gastropub

INSTAGRAM REELS CASE STUDY

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The Brand

Del Pez Mexican Gastropub is a vibrant, colorful, and lively dining experience in Wilmington, DE. The restaurant offers a variety of Latin-inspired dishes, including Mexican-inspired sushi, weekend brunch, beer on tap, and vibrant cocktails. It is a place to bring your friends and family, enjoy a delicious meal, and create Del Pez memories.

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Objectives

Our overall marketing goal is to increase awareness of the Del Pez brand, bring new customers into the restaurant, and help our client to see a positive ROI. The branding objective is to communicate the fun atmosphere of Del Pez, engage returning customers, and attract new customers.

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Process

To showcase the restaurant’s vibrant colors, lively atmosphere, and delicious food, we used video content marketing, particularly Instagram Reels. 

 

Instagram reels, similar to TikTok, can reach a larger audience through trending audio and engaging video content. The Instagram algorithm heavily favors video content to photo content. Due to this algorithm, we were able to reach new audiences for our restaurant client Del Pez Mexican Gastropub. 

 

To gain awareness of the Del Pez brand, we implemented four Instagram reels into the social media content calendar during September and October 2022.

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First Reel

The first reel was posted on September 7th, 2022. Main KPIs that we look at are our client’s reach and conversions. After posting the first video we saw the following results:

Reach:

  • 4,347 Views

    • Reaching 3,904 non-followers and 1,411 followers

    • The video reached +1,245% more accounts that are non-followers compared to July and August 2022

Conversions:

  • 74 Profile Visits

  • 15 New Instagram Followers

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Second Reel

The second reel was posted on October 1, 2022. We saw the following results:

 

Reach

  • 3,733 People Reached

    • Reaching 2,291 non-followers and 1,492 followers

 

Engagement

  • 196 People Engaged

    • 158 were followers and 38 were non-followers. 

 

Conversions

  • 58 Profile Visits

  • 10 Website Taps

  • 4 New Instagram Followers

  • 3 Business Address Taps

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Third & Fourth Reels

End of September 2022 Results After 1 Reel:

Reach

  • +1,455% more accounts that weren't following compared to Aug 1st - Aug 31st, 2022

    • 4,311 reels

    • 665 posts

    • 211 stories

 

Impressions

  • 8,649 Impressions

    • +75.3% compared to August 1st - 31st

Conversions

  • 321 profile visits

  • 31 website taps

  • 6 business address taps

  • 1 call button tap

  • 46 follows

Results

Overall Campaign Results:
 

**Data recorded from the time of the first reel (Sept 7th) through October 19th (the last reel posted Oct 13th)

After implementing 4 reels into social media from Sept 2022 - Oct 2022 we saw results of: 

Reach

  • 8,980 People Reached

    • +836% compared to July 26th-Sept 6th

    • 7,155 non-followers and 1,825 followers

      • Reached +2,245% more accounts that weren't following compared to Jul 26th-Sep 6th

    • Reels: 7,683

    • Posts: 1,570

    • Stories: 362

 

Impressions

  • 19,486 Impressions

    • +207% compared to July 26th-September 6th

Conversions

  • 544 Profile Visits

  • 58 Website Taps

  • 15 Address Taps

  • 1 Call Button Tap

  • 78 Follows

Conclusion

Instagram Reels are a great way to reach large amounts of people that do not already follow your page and maintain the attention of your current audience. Reels outperform other content such as images and stories. They prompt engagement, profile views, follows, and ultimately purchase conversions at the restaurant. Contact us if you are interested in implementing Instagram Reels into your marketing strategy.

Check out Del Pez Mexican Gastropub on these platforms!

  • Facebook
  • Instagram
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