The Challenge


Houlihan's was releasing their first ever 'Special Menu' nationally to 94 locations. "INSPIRALIZED" was a low-carb, low-calorie menu was designed to attract guests seeking healthier dining options. The brand engaged online food blogger and influencer, Ali Maffucci, to help create "inspiralized" menu items that would appeal to healthy lifestyle audiences that may not have considered the restaurant as a dining option previously. With goals to both increase awareness of the new menu and driving visits with new guests, Houlihan's partnered with emfluence to launch a multi-channel strategy that included Paid Search, Search Optimization, and Social Media.

The Solution


emfluence launched the INSPIRALIZED paid social media campaign across Pinterest, Instagram, Facebook and Twitter, casting a wide net to capture Houlihan's audience of nationwide, healthy eating 25 to 55 year olds. In all, the integrated social campaign garnered 16.3 million social media impressions across the four channels, with more than 21,000 clicks to the website at a remarkable $0.50 cost per click. In total, the campaign saw an 88% increase in NEW visitor traffic driven to the website from social media efforts. Including 94% new visitor site traffic driven from Pinterest.
The Inspiralized Menu items remained so popular with guests, that 18 months after the initial menu release, multiple appetizers and entrees remain featured on their menu.
Pinterest
Cost Per Engagement: $0.71
16K+ Repins
Instagram
2.5M Impressions
546K Post Engagements
Facebook
5.7M Impressions
1.47M Post Engagements/Actions
Twitter
3.05% Clickthrough Rate

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