The meat restaurant “Zazhda Krovi” (translated as “Hungry for Blood”) is a project by Igor Zhuravlev, the founder of “Coffeemania”, and Pavel Potseluev, an expert in meat. The restaurant is part of the premium segment, offering authentic cuisine with unique dishes made from meat. The restaurant is widely popular in Moscow thanks to its atmosphere and high-class cuisine.
«Zazhda Krovi»
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The meat restaurant “Zazhda Krovi” (translated as “Hungry for Blood”) is a project by Igor Zhuravlev, the founder of “Coffeemania”, and Pavel Potseluev, an expert in meat. The restaurant is part of the premium segment, offering authentic cuisine with unique dishes made from meat. The restaurant is widely popular in Moscow thanks to its atmosphere and high-class cuisine.
«Zazhda Krovi»
The brand came to Relate with the following goals and tasks:

  1. Develop a new visual concept for the restaurant’s social media. Emphasize the premium status. Change the aged account profile look.
  2. Find unstandard solutions to the visuals while it was impossible to have new photoshoots.
  3. Increase the engagement and develop a closer emotional contact with the audience.
  4. Organize 24/7 customer support on social media.
How we solved the problem:
The solution consisted of two parts: strategy (developing a completely new content approach) and tactics (running social media pages with the materials that were available).
1

For the strategic part, we offered a solution in the form of live photo content. This solution would natively show all the aspects of the processes in the restaurant: from the unique processes of cooking to satisfying clients special requests, which in turn helped build an emotional connection with users. The main requirement to make this strategy a success is the high quality of photo and video content, because it is the main way the premium status  could be felt.

Visual concept frame
2

For the tactical part we: 

Developed and implemented a new profile style. To achieve this our designers created a whole new library of unique illustrations for the brand.
3
At the beginning of our work, there was a technical issue with updating the photo bank. We successfully solved this problem by using design and motion graphics.
4
To establish communication with subscribers we decided to use engagement mechanics in posts and stories:
5
An important and laborious stage was organizing the collection and handling of user feedback from guests (community management) in a 24/7 format.

To ahieve this we conducted research of HORECA sector guests and developed an extensive Q&A, which helped give a quick reaction even at night time and help answer most questions automatically, while not asking for feedback from clients.


The final result:

The account before/after:
Account statistics:
In the beginning, in October, the number of subscribers on Instagram was 17 134, while on Facebook there were 7 700. During the first month we were able to maintain a positive dynamic of growth on Instagram. The number of subscribers increased by 94 people. This is an excellent result if you take into account that this was organic growth not fueled by paid ads.

On Facebook there were slight changes of +/- 2 people. This is the uniqueness of this social media platform. Without paid ads to help the process it is very difficult to achieve good results on organic growth alone.

During the first month we published 7 posts and 41 stories.
Compared to other accounts, most subscribers of “Zazhda Krovi” are men. Even on Instagram there are more of them than women. The key audience - men and women from 25 to 44 years old.

Till the end of the year we kept the positive dynamic of growth on Instagram and Facebook. The number of subscribers rose by 1 216 and 125 respectively. The growth was organic without the use of paid ads.

January was the last month of working on the project. The number of subscribers was 18 642 on Instagram. and 7 183 on Facebook.

On Instagram the number of saved posts more than doubled. This shows that the content was interesting and useful to the audience.

Instagram
17 134
7 070
Facebook
Instagram
18 652
7 183
Facebook
The increase in subscribers (during the whole project period)
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