Soul Bowl is a boutique bowling alley with a soul twist. Along with its on-site sister restaurant Vista, it has a reputation for being a trendy, family-friendly venue offering something a little bit different to your usual bowling alley, with great music, cocktails and a lane food menu.
It was a busy and popular venue during the day and was usually fully booked – but evenings were quiet. Soul Bowl was launching a series of new nights and events, including weekend DJs, pub quiz and live music, and wanted to promote the venue as a place to go on Friday and Saturday nights to boost footfall when the families had gone home.
We decided to create a campaign that showcased Soul Bowl as a cool place for young people in Morecambe to hang out in the evening. We knew that popular local Instagrammers would be followed by other young people in Morecambe so we identified and enlisted several local Instagrammers who fit our target customer profiles, including local models Regan Brennan (1.6k followers) and Harley Chanel Anderson (26k followers) and popular local make-up artist Holly Eastwood (5.6k followers).
Because our messaging was quite specific, we created detailed briefs for the influencers outlining the areas of Soul Bowl we wanted to promote and the types of images we wanted to see.
It was important that the images posted showed casual, realistic nights out, so we invited the social influencers to bring friends with them to create an added layer of authenticity. We managed everything from agreeing contracts and terms to liaising with the influencers.
The results were immediately visible. We saw a boost in likes and followers on our target platform (Instagram), as well as increased numbers of people tagging Soul Bowl in pictures of their nights out.
Washington Business Centre, Turbine Business Park, SR5 3QY
