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Joey's

ESTABLISHING A REPOSITIONED BRAND IN AN ICONIC BRISBANE LOCATION

2020

CLIENT — Joeys

FOCUS — Video Content, Photography, Graphic Design, Social Media Managment, Marketing Strategy

ASK

Joey’s is a prominent restaurant in Brisbane which was launched late 2020. After only a matter of weeks they were already regarded as one of the premier dining destinations in Brisbane not only due to their exquisite cuisine but their unbridled view of the city skyline. LITTLEMIDDLE was tasked to manage their meteoritic rise from a social, event management and general marketing perspective.


THINKING

Joey’s represents both an accessible yet premium dining experience. Growing to over 7k followers in a few short months, they quickly built a loyal following of local foodies, influencers and casual diners alike. We wanted to be able to commit to a schedule of fresh content utilising one of our core beliefs. LITTLEMIDDLE believes that for those businesses whose followers have a ravenous appetite for their content (i.e. hospitality) that qualitative frequency should be the approach. As the average engagement for most video content on Instagram and Facebook is 7sec, it stands to reason that long form video content can lead to a lot of wasted budget. Rather than producing one 45sec video post with the likelihood that 38sec will go unwatched, is it not more efficient to produce 6 x 7sec videos?


SOLUTION

This strategy assisted both with frequency and engagement. The healthier rostering of video content works to elevate the brand. There is still room for longer form content, however, being able to post video content more frequently ensures that content budgets are effectively utilised. LITTLEMIDDLE has also worked to produce in house branded collateral such as menus, event communication, packaging and content for booking platforms. We have implemented a CRM program to manage their extensive enquiries and used the various review practices to inform internal decision making.  

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Team

VIDEOGRAPHY — Demetri Conias, Tomas Ryan, Jonny Morfoulis

ACCOUNT MANAGEMENT — Demetri Conias

SOCIAL MEDIA MANAGEMENT — Tomas Ryan

GRAPHIC DESIGN — Tomas Ryan

FROM THE CLIENT

I have enjoyed working with Little Middle over the years with multiple ventures. Particularly the creative collaboration from early brainstorming, all the way though to the final product. They know how to get things done quickly, to the budget, without compromising on the final product. Their eye for creative is high class.