MR CHOW
MR CHOW is a renowned restaurant with top chefs serving authentic Beijing cuisine and creative original recipes. Since its opening in London in 1968, it has expanded to locations such as Beverly Hills and New York, making for a world-famous dining experience. Their culinary philosophy upholds the Chinese principles of enjoying meals as a social event and taste as a theory of harmony.
Services
Brand Guidelines
Brand Identity
Verbal Identity
Social Media Management
Social Media Marketing
Organic Growth
Photography
Videography
Merch Launch Strategy
Merch Marketing
MR CHOW Case Study
Problem: MR CHOW stands as an iconic representation of art, celebrity, and luxury cuisine transcending the passage of time. Given its history, MR CHOW’s social media focused on showcasing its impressive historical archive, leaning towards a picture-heavy feed that resonated with older audiences but not younger ones. While recollecting the restaurant's history shines light on its cultural significance, there was a need to bridge the traditional with the modern using higher-quality photography, videography, and copywriting. This need was even more important as the brand prepared for an upcoming merchandise collection launch.
Solution: Our approach for MR CHOW was a strategy that balanced content creation, telling the story of the brand's origins, professional videography & photography, merchandise shop set-up, versatile brand positioning, and organic growth & engagement. This process began with an evaluation of their previous content and competitors, and was followed by the development of branding packets that outlined the new direction and social strategy. We then implemented this revamp of their content as a whole, with a special focus on professional cuisine photography and restaurant experience videography. The overarching goal was to demonstrate the alignment of MR CHOW's quality both in the restaurants and outside of them.
High-Quality Content Creation (Professional Video & Photoshoots)
To bridge the gap between MR CHOW's luxurious reputation and their social media presence, we organized monthly professional photography and videography sessions. Our team wholly managed every aspect of the shoots, from creative direction to cuisine styling to lighting. While shooting, we simultaneously compiled B-roll and aesthetic imagery for more versatile use across socials.
Social Media Marketing, Graphic Design, Feed Curation, Monthly UGC
Through the use of our in-house content in conjunction with vintage photographs that follow the history of MR CHOW, we built a diverse content structure that appealed to all parts of their target audience. Across MR CHOW's socials we emphasized the experiential elements of dining at their various locations to create a sense of curiosity and interest among potential patrons.
Instagram Merchandise Shop
To make MR CHOW's merchandise more accessible to their audience, our team curated and set up their Instagram shop. This allowed their following to show their support of the brand by purchasing items directly from Instagram.
Results
By prioritizing quality content to reflect the rich history and luxury inherent to MR CHOW restaurants, we were able to reach nearly 300k new viewers in six short months.