Site

Mott St

Installed

2016 - 2018

Team

Omolola Olateju

―

Mott St, a Chicago-based restaurant, tapped me for content development for their growing brand. They sought consistent social media engagement, and a digital newsletter that highlighted their ever-changing menu, news and events, and Chef Edward Kim’s offsite appearances. In December 2016, Mott St’s beloved “Mott Burger” was named the #1 Chicago burger by national publication Thrillist. The award, both deserving and a surprise in a competitive field of restaurants, yielded a unique opportunity to develop engaging visual content to reinvigorate their brand.

Overseeing all social media properties and newsletters, I launched an integrated strategy that harnessed the cult-like customer passion for the burger, and the unique ingredients that drove the burger’s popularity.

1.

Created out-of-the box digital content that was cross-promoted across all platforms to increase Mott Burger engagement. Secondly, I drove ongoing online conversations on each platform by engaging in an “always-on” media strategy. Some of the content created included: Burger time newsletter, “Thank you” compilation video, and Facebook posts.

2.

Stats:

1. 33%+ “BURGER TIME” newsletter open rate

2. 1,126 views “Thank you” video

3. 20% organic engagement on Facebook content

3.

Outcomes:

1. Increased burger sales! By late April, Mott St transformed from a semi-bustling 86-seat restaurant to 20-person lines waiting for a seat to eat the famed burger.

2. Engaged in an ongoing dialogue with burger customers by leveraging an “always-on” strategy, focusing on reinforcing brand loyalty.

3. The two Facebook posts with the highest organic engagement of 2017 resulted from the Mott Burger photoshoot and Thrillist announcement.