Social Media Case Study:
The Market Italian Village
My role: Social Media Strategist and Campaign Manager
Support small biz, savor big flavors.
This strategy was executed over an 18 month period between January 2018 - July 2020.
Project Goals:
• Increase takeout sales while adapting to new restaurant regulations during Covid.
• Promote weekday specials and events to boost customer traffic on traditionally slower days.
• Establish and refine The Market IV’s brand voice to increase social media engagement and grow its online following.
Background & Challenges:
• At the start of the campaign, The Market IV had a modest online presence with approximately 4,239 Instagram followers. Engagement rates were low, averaging .71% per post, with minimal interaction and limited reach.
• The restaurant experienced strong weekend business but struggled to bring in customers on weekdays.
• Then Covid happened. I had to quickly re-strategize and focus on takeout initiatives.
A sample of their feed after I began managing it
Delicious food,
but where’s all the foodies?
In addition to their incredible menu, The Market IV had amazing daily
specials and weekly events that needed more attention.
This photo was UGC 💥
Quarantine cravings, delivered.
Strategy & Approach:
• Utilize high quality photography of all menu offerings, behind-the-scenes processes, kitchen team members, and unique seasonal ingredients to show the artistry behind their menu.
• Utilize boosted posts to promote daily specials and weekly events.
• Highlight takeout options, initiatives in response to dine-in limitations during Covid and increase online ordering.
• Establish posting frequency and use best-performing content formats.
• Respond to comments, messages, using interactive polls, running contests, and interacting with tagged media.
• Leverage local influencers, partnerships, and relevant tagged content.
• Use location-based hashtags and keywords to improve discoverability.
$1 Oyster Night photo
No Menu Monday photo
Stunning shots with a side of memes
Over the course of this campaign I worked with talented photographers to capture these beautiful dishes, but I wanted to incorporate some humor in a way that still felt relevant to the brand while also being relatable to our followers.
Event Example
Wine Flight & Charcuterie Night
Pre-Covid, Wednesday night was quickly becoming one of our most popular nights.
With a build your own charcuterie board, an interactive menu, and its photogenic dishes, we were able to generate plenty of UGC to repurpose on our own page.
During Covid, we offered to-go "Market Boxes" that allowed you to experience charcuterie night from home.
Collaboration &
Community Love
When I took over managing The Market IV's social media, I was excited to grow their presence in a landscape I knew well.
Then Covid hit—bringing uncertainty and constant curveballs. It forced everyone to adapt quickly, but over time, that unpredictability became its own rhythm.
Through it all, The Market IV remained dedicated to supporting local farmers, curating an exceptional menu, and working hard to keep their doors open. I wanted to highlight those moments—because it was something truly worth celebrating.
But wait, there's more
Driven by a relentlessly innovative chef and team, The Market IV was in a state of perpetual evolution. This inherently presented an exciting challenge: crafting engaging content to showcase their initiatives without overwhelming our audience.
Wine Club - A subscription style wine tasting
Takeout Cocktails - Covid response
Gift Boxes - pre-assembled gift boxes curated with artisanal items. Featured in Forbes here.
So, how'd it go?
With 18 months of posting 5 days a week and at least 2 daily stories, I was able to grow The Market IV’s Instagram following by 150% and increase their engagement rate from .71% to 2.40% mostly organically, with a modest advertising budget.
This social media strategy led to a 20% increase in weekly sales.
@hashbrownthehound